A push for web version of the do-not-call list.(News)

Advertising Age, November, 2007 by klaassen, abbey; teinowitz, ira

Byline: abbey klaassen and ira teinowitz

Attention, marketers: That long-promised ability to finely tune your online ad messages and target people based on their specific interests and expressed preferences is under attack. A group of privacy experts wants to create a national do-not-track list, a sort of internet version of the Do Not Call Registry.

The proposal is a sign of just how intense the ad-targeting criticism from consumer-privacy advocates has become-but there are several reasons, including a comparative lack of pressure from Congress, that differentiate this cause from the do-not-call uproar of five years ago.

Here's how it would work: Ad networks and others who use cookie-based tracking technology would be required to submit...

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