With multiple "Do Not Track" bills before Congress, industry has but one choice to avoid federal regulation of online behavioral marketing practices: Jump head first into a self-regulatory program and recruit other businesses to do the same. A good place to start is a free, online "Complete How-To Guide for Ad Agencies Implementing the New Industry Online Behavioral Advertising Program," which is moderated by the 4A's Dick O'Brien and includes presentations from John Montgomery and Josh Berman/Group M and Lee Peeler/National Advertising Review Council, BBB. "If this program is not widespread and visible soon, Washington will mandate a 'do-not-track' program," said the Coalition for Healthcare Communication's John Kamp. Read more.

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