To Track or “Do Not Track”: Advancing Transparency and Individual Control in Online Behavioral Advertising

Written by Omer Tene and Jules Polonetsky, CIPP/US, this article outlines methods and uses of online tracking and attempts at regulation. It concludes by examining the debate over the information-for-value business model currently in place online, noting it “needs to be informed by a discussion of the fundamental tradeoff between privacy and economic efficiency.”