BtoB reports on questions of how online marketing will be affected if federal regulations come into place for behavioral targeting. In the same week as reports surfaced about financial institutions' behavioral targeting ads, the report examines the FTC's calls for a do-not-track mechanism and moves by online companies to create their own opt-out features for users. Linda Woolley of the Direct Marketing Association said it is essential to make sure legislators know that "the phrase 'do not track' sounds catchy and analogous to 'do not call,' but it's not at all similar for a zillion reasons." However, the report states, "most Americans appear deeply concerned about Internet privacy."
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