Online privacy has come under the microscope following the February introduction of a bill that would regulate the collection and use of information obtained from Internet tracking. The "Do Not Track Me Online Act of 2011" would give the Federal Trade Commission the right to create regulations that would force online marketers to offer online users the ability to opt-out of online tracking.
Given marketers’ pressure to focus on relevant, targeted offers, this could potentially impact the way marketers track and collect behavioral activity. “In a business environment, IT professionals may start to set company machine browser settings to a default do not track status which could have a pretty significant impact on online data collection and analytics,” said Dick Reed, CEO, Just Media. “The results in either case would be some very significant and negative impacts on both campaign targeting and analytics.”
- Published in Feature Articles