Seeking a way to avoid government regulation, the IAB and three other ad trade groups are collaborating on a series of voluntary measures designed to protect user privacy. The proposed guidelines would include an icon that would inform users a site is tracking them, explain what data on the information being collected by the site and which marketers have access to it. "Congress has industry's attention at a level that it has never had before," said Mike Zaneis, vice president of public policy at the IAB. "The industry understands that there is a legislative threat out there right now."

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