San Francisco Chronicle reports on a tool from University of California Berkeley researchers to measure online consumer tracking. The Web Privacy Census is a process to survey top websites "to evaluate the amount and kind of monitoring under way," the report states, the goal being to create benchmarks on Internet marketers' practices and help inform the debate on online privacy. "We want to provide a longitudinal and empirical basis for the description of privacy problems online," said Chris Hoofnagle, director of information privacy programs at UC Berkeley. Meanwhile, TRUSTe has released the second Consumer Confidence Edition of its Privacy Index Series, which measures privacy concerns of U.S. consumers.
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