The Digital Advertising Alliance (DAA) is gearing itself to support a Do Not Track browser solution, according to a report on Adweek. Two years in the making, the “browser choice” solution is essentially a less draconian version of the "Do Not Track" feature currently supported by all the major web browsers.
The ad industry had been highly critical of earlier moves by Microsoft’s move to default its Internet Explorer browser to “Do Not Track”, as well as more recent plans by Mozilla to block third-party cookies by default.
The solution will be rolled out in the next few weeks, says Adweek, and will include some of the same symbols of the DAA's ad choices self-regulatory program that let users opt out of data collection for advertising purposes by clicking a blue icon displayed on ads.
On its part, the DAA says its solution will offer monitoring and compliance, which is a shortcoming of the Do Not Track signals as currently implemented. This is because the signals can be ignored by companies and ad networks that continue to track users across web sites. Moreover, the DAA asserts that a broad buy-in will make its solution a meaningful one.