Ad groups prepare for “cookieless” future, develop opt-out tool for alternative tracking

The Digital Advertising Alliance (DAA) and the Interactive Advertising Bureau are working to develop standard technology that allows consumers to opt out of online tracking when methods other than traditional cookies are deployed. While the move appears aimed at protecting user choice, privacy researchers worry it’s also an effort to legitimize alternative techniques for identifying consumers, inviting controversial practices like “browser fingerprinting” to become more common.