Web’s Mad Men Fight Browser Makers Over Online Tracking
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Yahoo! Inc., AOL Inc. and other companies dependent on Internet ad revenue are fighting Web-browser makers, including Microsoft Corp., over how to let consumers avoid being tracked online.
The lack of consensus on “do-not-track” rules could result in “a technological arms race,” in which advertisers circumvent technology designed to block tracing a user’s clicks through cyberspace, said Peter Swire, co-chairman of the Tracking Protection Working Group, a standards body that last week rejected an ad-industry-backed proposal.