Google Research

Transparency and Choice: Protecting Consumer Privacy in an Online World

  • Alma Whitten
  • Sean Harvey
  • Ian Fette
  • Betsy Masiello
  • Jochen Eisinger
  • Jane Horvath
W3C Workshop on Web Tracking and User Privacy, W3C (2011), pp. 3


There have been concerns raised recently about online tracking. There are a variety of mechanisms by which data is collected online, and for which it is used, and it is unclear which of these are intended to be addressed by “Do Not Track” mechanisms. Tracking is often data collection that helps ensure the security and integrity of data, determines relevancy of served content and also helps create innovation opportunities. This value ought to be central in any “Do Not Track” discussions.

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