A Digital Advertising Alliance (“DAA”) draft proposal on a universal "do not track" standard has been rejected by the Tracking Protection Working Group of the World Wide Web Consortium (“W3C”). It is the third proposal offered by the DAA that has been rejected.
The W3C announced that they will work instead from an earlier, stricter proposal referred to as the June draft. “The current DAA Proposal is less protective of privacy and user choice than their earlier initiatives,” the group said in a statement.
According to W3C co-chairs Peter Swire and Matthias Schunter, adopting the DAA’s proposal would have led to “widespread confusion if consumers select a do-not-track option, only to have targeting and collection continue unchanged,” they wrote.
W3C Working Group not Working too Well
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