Online tracking for behavioural advertising purposes facilitates the shift from traditional marketing to web-personalization with ads tailored to Internet users’ preferences and interests. To that end, user profiles are developed based on the information collected via the use of several technologies, including cookies, web-beacons, device- and browser fingerprinting, and others. The collected information in most cases qualifies as personal data and is therefore subject to data protection legislation. In practice, users are often not aware of the behavioural tracking activity and if they are, they have no control over it. To respond to the lack of awareness, user control, and effective regulatory solutions, the Do Not Track initiative was established in the USA, and also later endorsed by the European Commission. The rationale of Do Not Track is simple: users should be enabled to express whether they wish to be tracked by advertising companies on the Internet and their wish, once expressed, should be respected.

中文翻译：

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不跟踪计划：重新获得失去的用户控制权

用于行为广告目的的在线跟踪促进了从传统营销向网络个性化的转变，广告根据互联网用户的喜好和兴趣量身定制。为此，用户配置文件是根据通过使用多种技术收集的信息开发的，包括 cookie、网络信标、设备和浏览器指纹识别等。在大多数情况下，收集的信息属于个人数据，因此受数据保护立法的约束。在实践中，用户通常不知道行为跟踪活动，如果知道，他们也无法控制。为了应对缺乏意识、用户控制和有效监管解决方案的问题，在美国建立了 Do Not Track 倡议，后来也得到了欧盟委员会的认可。