On the other hand, the ad/tracking companies haven’t done themselves any favors by hacking around browser default DNT settings, creating zombie tracking cookies that re-spawn even after users have opted out, or misrepresenting the types of information they collect about users, to name just three examples. If consumers don’t trust the ad industry when it claims that tracking is harmless, can you really blame them?
Of course, Google and Facebook are huge players in the online advertising industry – and if Facebook ends up creating its own third-party ad network, it will be even more so. But they aren’t the only folks doing the tracking. The number and frequency of Web trackers is important, but so is the information the trackers are collecting, and what happens to it. Those are two things Evidon’s Global Tracking Report fails to address.
[Note: An earlier version of the blog credited Evidon with creating the Ad Choices program. In fact, that program was initiated by the Digital Advertising Alliance, a consortium of major online advertisers, with a strong shove from the FTC. TY4NS regrets the error.]
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