A Digital Advertising Alliance draft proposal on a universal "do not track" standard has been rejected by the Tracking Protection Working Group of the World Wide Web Consortium, raising anxiety about meeting an upcoming deadline for adopting a policy. The W3C group rejected the idea of excluding generic search categorization -- such as "looking for a new car" -- from "do not track" privacy prohibition and argued that the DAA's favored draft does little to address data-collection issues. [T]he DNT flag has been hijacked by self-serving intermediaries and no longer reflects actual user choice," said DAA member Mike Zaneis, senior vice president and general counsel of the IAB.

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