Fight Over 'Do Not Track' Web Rules

Small advertising-technology companies are complaining that proposals meant to protect Internet users from being tracked online will end up benefiting the likes of Facebook and Google.

Their concerns surround how online-advertising companies would work with "do not track" buttons that have been added to Web browsers. Such buttons enable users to send online-advertising companies a message that they don't want to be tracked, but there are no rules that force the advertising companies to comply. The dispute is the latest potential setback to the years-long effort to let Internet users shield their browsing habits from marketers.