You've successfully subscribed to Adlive Content Hub
Great! Next, complete checkout for full access to Adlive Content Hub
Welcome back! You've successfully signed in.
Success! Your account is fully activated, you now have access to all content.
Success! Your billing info is updated.
Billing info update failed.
The DNT concept is reappearing in 2019

The DNT concept is reappearing in 2019

Senator Josh Hawley is reviving the ten-year-old concept proposed in a bill to allow consumers to opt out of online monitoring on a definitive way.

A concept that came from the ashes

In its original form in 2011, Do Not Track (DNT) relied on the voluntary participation of web browsers to respect the consumer’s desire not to follow it. The idea was to insert in the HTTP header an instruction that would alert businesses when consumers refused permission to follow their activity.

After years of coming and going, the initiative actually collapsed at the feet of the technology and advertising lobby. Millions of people have activated the “Do not follow” function today, but most experts agree that this does not protect much privacy, because there is no mechanism to force companies to comply.

But if the Hawley Do Not Track Act passed, it would have the power to prohibit companies from profiling anyone who activates the famous TSD. The full text of the bill is expected to be released on Tuesday.