There’s A Tool For That

The ongoing harangue regarding the draft text for a comprehensive Do Not Track framework within the W3C Tracking Protection Working Group goes on. To follow the issue it makes sense to act like the consumers we all are. That’s who the TPWG, being made up of industry, academic and consumer advocates, is drawn from. Among the core aspects of the debate is the Digital Advertising Alliance’s AdChoices tool. It has been offered as a hub for consumers to evaluate their position with respect to the online advertising they are served and adjust according to their preferences. The TPWG leadership has cast doubt on the scope and effect of this tool. It pays to visit the site and use the tool. You will learn the extent of your online exposure to data collection and the behavioral advertising that follows. Further you may evaluate what options you have to adjust it.