According to the Interactive Advertising Bureau one in five web users is now using “do not track” settings on their browsers. They expect this to rise to 50% over the next few years.
Mediacom said today “Over the last 12 months all major web browsers have implemented some form of ‘Do not track’ setting. The setting requests that websites do not use behavioural targeting for that specific user on that browser (although it is still up to the publisher to decided whether to honour that request). Numbers from the IAB are showing that already around 20% of users are enabling Do not track in their browsers, and they are expecting this to rise to 50% in the next few years.”