The Cookie Dilemma for E-commerce Merchants

The currently pending Do Not Track federal legislation is being proposed to make it easier for consumers to block tracking cookies; however, it has not yet been passed by Congress. In the meantime, the efforts by privacy advocates are beginning to create more consumer awareness of existing Web browser tools for deactivating cookies. Internet Explorer 9 currently includes a feature that empowers users to block cookies set by ad targeters. … The FTC has praised Microsoft; however, the IAB (Internet Advertising Bureau) is concerned about the legislation’s impact on advertisers.

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