Just about everyone is interested in tracking in some shape or form, whether it be advertisers, publishers, agencies, search engines, etc., and users and privacy advocates at the other side.
Tracking is a challenge for al those involved because one side wants it, and the other side doesn't want it, or at the very least, they want better control.
The default position is that a user is tracked.
The IAB ( Interactive Advertising Bureau) has had quite a few goes at improving the ad industry over the years, and its IAB Tech Lab has put forward proposals to provide a better balance, and to make it easier for users to opt out.
Instead of cookies, IAB Tech Lab proposes a digital token that is a single identifier.
"We're calling for a centralized mechanism so that you can convey your preferences and all parties...can respect those preferences," Mitchell said. The technology would be jointly developed by advertisers, publishers, browser makers and privacy advocates, he said, and will be offered for consideration at the World Wide Web Consortium's Improving Web Advertising Business Group.
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