For several years, The World Wide Web Consortium (W3C) has been working on “Do Not Track.” This is a program that allows netizens to remove themselves from digital tracking when they shop and browse the web. The problem has always been one of standardization. For the system to work, everyone has to be playing by the same rules and so far, it’s been a no go.
Advertisers want consumers to opt-out of tracking. Browser companies want to go DNT by default, forcing people to opt-in. And since there are no legal requirements, companies can choose to ignore the opt-out list and track folks anyway. Useless. And that’s why The Digital Advertising Alliance is calling it quits.
Lou Mastria, managing director of the DAA had this to say about the W3C project: