Ad Industry Takes Another Look At 'Do Not Track' in Browsers

Big advertisers, ad agencies and ad networks are working with Internet-browser makers on a "do-not-track" system, a shift from the industry's previous skepticism about such a tool.

Major advertising-industry trade groups are talking to browser makers including Microsoft and Mozilla about how to make a do-not-track tool work, said Stu Ingis, the counsel for the Digital Advertising Alliance, which is involved in the discussions. A do-not-track tool would let Internet users indicate they don't want their online activity to be monitored. Microsoft and Mozilla have incorporated such features into their latest browsers, but the tools rely on ad networks and others to honor people's do-not-track requests. The advertising groups are now discussing how they will honor those messages, said Mr. Ingis. His organization is an alliance of seven major industry associations, including the Interactive Advertising Bureau, the Association of National Advertisers and the American Association of Advertising Agencies.