A Do Not Track (DNT) agreement being facilitated...
A Do Not Track (DNT) agreement being facilitated by the World Wide Web Consortium could drive advertisers from small third-party ad networks to major platforms with authenticated users, such as Google and Facebook, said Guggenheim analyst Paul Gallant in an…
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email blast Tuesday. “For smaller players like ValueClick and Millennial Media, DNT could have negative implications by reducing the percentage of Internet users reachable via targeted display advertising.” While major platforms’ display ad networks would suffer from a DNT mechanism, “these companies also have large numbers of authenticated users (via their email services and other offerings like Google+) who would not be affected by DNT and could still be targeted,” he said. The group working on DNT has a July deadline to come up with industry requirements on which the consortium would then seek comment (CD May 28 p4).