Advertising Law -- April 20, 2012


In This Issue:

Do Not Track Is a Hot Issue With Technology Companies, Including Yahoo; NAD Issues Decision in Priceline Dispute; Class Action Hopes to Feast on Frito-Lay and Pepsi; The Digital Millennium Copyright Act’s Safe Harbor May Not Be So Safe; and Groupon’s “Daily Deal” Proves Costly

Excerpt from Do Not Track Is a Hot Issue With Technology Companies, Including Yahoo

Yahoo is the latest company to jump on the “do not track” bandwagon by announcing plans to implement privacy protections across its global network in the upcoming months. The service, which Yahoo says has been in development since last year, will “provide a simple step for consumers to express their ad-targeting preferences to Yahoo.”

In an attempt to deliver more relevant and appealing ads to Web users, online advertisers frequently look to Web sites, such as Yahoo, Google, and Safari, to help track and analyze the Web activity of individual consumers. While financially beneficial to advertisers and the browsers that use them, tracking practices can also be useful to online users who prefer to remain logged in to sites frequently surfed, and/or appreciate receiving ads that target their specific habits.

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