The Interactive Advertising Bureau, the 4A's and other ad-industry groups have submitted a proposal to the Worldwide Web Consortium for a "do not track" standard that would still allow marketers to collect behavioral data but with less identifying information. The proposal comes as data show as many as 20% of consumers using "do not track," although IAB's Mike Zaneis says DNT "is flawed as a tool for reflecting consumer choice because it is an open tool that anyone can manipulate."

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