In an interview with the San Francisco Chronicle, Chris Hoofnagle of the University of California at Berkeley Law School discusses marketers' online tracking practices, the upcoming FTC report on do not track and ways to better protect consumers online. A recent paper he co-authored found that marketers are working on ways to ensure they can continue to track consumers after they've opted out of targeted ads, the report states. "It undermines user intent," says Hoofnagle. "When you set your computer to do X and it does Y...It's more malicious than mere advertising." Hoofnagle says while he doesn't see a perfect solution to protecting online privacy, data retention limits would "impair the ability of companies and law enforcement to create long-term profiles about people."
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