How the tragic death of Do Not Track ruined the web for everyone

guest · Mar 17, 2019

How the tragic death of Do Not Track ruined the web for everyone
March 17, 2019
https://www.fastcompany.com/9030806...h-of-do-not-track-ruined-the-web-for-everyone

Even as DNT made its way into browsers, tracking and advertising bloat became ridiculous. Some mainstream content sites such as those affiliated with newspapers might have 70 to 100 individual pieces of remotely loaded JavaScript or tracking images, [...]
EVERYBODY LOSES
The losers in this arms’ race are publishers and their potential audience, as the more people turn to the last resort of ad blocking, the less revenue flows through to sites that rely upon it.
“You should be able to do targeting without doing tracking,” says the EFF’s Toner.

The failure of Do Not Track has had a result. It’s led to the imposition of more severe regulation than would be expected, due to the failure of industry players to find a middle ground.

Do Not Track tried to offer a simple way to cut through a thorny situation and avoid a battle, by letting users clearly express their intent so advertisers could honor it. When the noble idea fell apart in the real world, ad networks ceded the field to regulators (to declare what kind of tracking was legal) and ad-blocking technology (which crushes everything it sees).
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