Do Not Track just got a lot easier

It’s not easy to be a content publisher these days: distribution and syndication models have changed forever, audiences spend more and more time on Facebook instead of your site, and finding and optimizing ad revenue is increasingly complex. On top of it all, new privacy requirements in the U.S. and Europe are providing users with new choices about how their data are collected and used, imposing new technical and business requirements on publishers. For PrivacyChoice, this reinforces the importance of our mission: to make privacy easier for publishers and their users. Today we’re doing just that with the announcement of PrivacyDNT from our partner, Ensighten.

Using the PrivacyChoice dataset, Ensighten launched the first privacy-driven tag management solution back in 2011. Now Ensighten has folded Do-Not-Track compliance into their powerful framework, and is offering it for free. Adding one line of JavaScript to your site instantly gives effect to user tracking preferences. The Ensighten DNT tag takes control of the other tags, and allows or blocks them from firing in line with the user’s choice.

From the release, here are the key highlights of the service:

Simple installation – just one line of JavaScript per Web page

Covers all tags on site – no need to modify any tags or move into a TMS

Recognizes and lists all tags on website

Privacy categorization of tags based on data from consumer e-privacy leader PrivacyChoice

Simple to configure and maintain – intuitive dashboard for modifying DNT tag blocking

Automated new tag detection, auto-classification and email alerts

Detection of consumers’ DNT preferences and corresponding blocking or allowance of tag firing

Ongoing updates to web service to stay up to date with emerging DNT standard

Here’s my hope: by removing the technical barriers to DNT compliance, we can let publishers focus on what they do best — creating great content — and also open up a more meaningful conversation with their users about how they use and share data.