Dive summary:
- Marketers are lobbying fiercely against Sen. Jay Rockefeller's reintroduced Do Not Track Online Act as it could have detrimental effects on online marketing.
- The act would allow users to opt out of online tracking in a similar fashion as the Do Not Call list.
- Sen. Rockefeller has nothing to lose in fighting for his legislation because he is not running for reelection.
From the article:
"There's a lot at stake for marketers who worry that if made law, it would undermine the two-year-old self-regulation program, Ad Choices, which gives consumers a way to opt-out of targeted ads."
