In addition, Rockefeller claimed the AdChoices Program from the Digital Advertising Alliance doesn’t satisfy the FTC’s call for a Do Not Track standard.
The hearing on the Hill comes a few months after FireFox announced it would disable 3rd-party cookies by default.
Harvey Anderson, Mozilla’s SVP of business and legal affairs and general counsel told the hearing that the industry isn’t moving forward quickly enough.
Responding the slow pace of the initiative, California legislators introduced a bill designed to “require an operator to disclose whether or not it honors a request from a consumer to disable online tracking,” reads the draft legislation. “The bill would also require an operator to disclose if it does not allow third parties to conduct online tracking on the commercial Web site or online service.”
Matthew Schwartz at Information Week writes, “The proposed legislation sounds a rare note of clarity in the contentious debate surrounding do-not-track proposals, asking website operators simply: Do you honor consumers’ do-not-track requests?”
If an agreement is not reached soon, “escalation around these competing interests will create major problems for both individuals and the businesses that depend on the internet,” writes Peter Swire, The co-chair of the W3C Do Not Track standards process, at Wired.
So, what can be done to help advertisers, the government and consumers reach an acceptable agreement on Do Not Track?
Swire suggests negotiation. “A negotiated Do Not Track standard offers the best way to avoid the arms race: It would allow individual users to indicate whether they wish to have personalized ads based on their surfing habits. It would allow websites and advertising networks to continue their existing cookie-based models with the consumers who don’t opt out. And it would help avoid the sizzling controversy and escalation around cookie blocking and technical counter-measures.”