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Do Not Track legislation is poised to make a big comeback this Congress, and marketers who managed to hold it off for the past two years are taking nothing for granted. Ahead of a Senate Commerce hearing planned before month’s end, groups are stepping up their lobbying to block Sen. Jay Rockefeller’s reintroduced Do Not Track Online Act, which would give consumers the online equivalent of a Do Not Call option with the click of a mouse.
There’s a lot at stake for marketers who worry that if made law, it would undermine the two-year-old self-regulation program, Ad Choices, which gives consumers a way to opt-out of targeted ads.
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