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DMA and Leading Advertising and Marketing Industry Groups React to W3C Do-Not-Track Announcement


Post Date: July 16, 2013
By: Susan Taplinger

July 16, 2013 - The Direct Marketing Association (DMA), the 4A’s, the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Digital Advertising Alliance (DAA), the Interactive Advertising Bureau (IAB), and the Network Advertising Initiative (NAI) released the following statement on the W3C’s recent announcement regarding Do Not Track negotiations:

The broad industry proposal not selected by Professor Swire reflected the marketing and advertising community’s commitment to developing a working Do Not Track model that is true to our 2012 White House agreement, and provides real choice to consumers, while at the same time protecting the economic engine of the Internet.

Our organizations remain committed to any consensus process that seeks ulyto keep control in the hands of Internet users.

Unfortunately, the Do Not Track signal, as currently configured, does not and cannot reflect the real choices of Internet users. The signal has proven to be far too easy to hijack, allowing self-appointed intermediaries to turn DNT signals on, often without any knowledge, consent or input from users.

The ubiquitous DAA program trusts consumers to make their own privacy choices, which is why the DAA created a tool that gives users complete control over how and whether their data is collected and used. A recent Zogby poll found that at least 68 percent of consumers prefer to get at least some Internet ads directed at their interests and 75 percent prefer to make their own decisions about relevant advertisements – not rely on decisions of browser makers.

The DAA will continue to evolve its consumer choice tool – which is already available free of charge to every Internet user in America, and increasingly, around the world. Our organizations have a track record of delivering on our privacy commitments with enforceable standards, and we will continue to do so in ways that match how consumers want to use the ad-funded web — be it on desktop, mobile or across different browsers.

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