After DNT policies went into effect only two companies -- Media6Degrees and BlueKai stopped tracking users, according to a CIAS study in July. Another eight later did the same, deleting their tracking cookies when users DNT'd, though they were only obligated to stop targeting those users with ads based on tracking data.
Of the 64 companies in the self-regulatory group Network Advertising Initiative – the companies most likely to respect DNT, remember, because they're all excited about self regulation – half continued to track users who asked not to be, but only by neglect. They didn't delete tracking cookies after users opted for Do Not Track.
Another eight companies promised to delete their cookies and stop tracking when a user chooses DNT. They didn't. The left the cookies in place.
Now, according to the WSJ, Hulu, MSN and others are using zombie cookies that return from the dead after you delete them.
Some of the companies in the Journal story said use of the zombie supercookies was inadvertent and they would stop.
Inadvertent? As if you convert to raise-themselves-from-the-dead cookies by accident?
Or was the accident just offending users, who weren't supposed to find out?
MSN and Hulu, by the way, after being "notified they had been using supercookies," according to North Georgia's Sky Valley Chronicle, "announced they would investigate the matter."
Wouldn't want them to be surprised by their own skulduggery.