In theory, Do Not Track is a great idea. The problem is that it doesn’t work because it requires good-faith cooperation from those on the other side of the consumers. Two large associations have created their own twisted interpretation of the law: “They have said they will stop serving targeted ads but will still collect and store and monetize data.” In the real world, Do Not Track is a PR tool for companies, a truth that has dark implications for the future. (ZDNet)
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