Earlier this week, Abine launched a substantially updated version of its respected anti-tracker, DoNotTrackPlus. The upgrade, DoNotTrackMe, fends off 200 companies using 630 tracking technologies.
The company has given up in the update on participating in ad companies’ self-regulatory approach of offering do-not-track cookies, concluding that the method further confuses Web users and doesn’t work anyway.
Abine must continue to refine its assault on tracking as technology advances and regulatory efforts fall apart. The company and a few others like it are up against an elaborate ecosystem of advertising companies who work with and against each other to serve up detailed user profiles to merchants seeking to get the most from their advertising dollars.