Why can’t we all just get along?
Privacy remains a hot button, particularly with behavioral targeting, and specifically with the “hidden” or sneaky ways to cookie users in a more permanent sense that makes true opt-ing out more difficult or even impossible for those less technically sophisticated (which is most of us!). This article references server side tracking, which will make policing of tracking methods even more difficult. Trust is a powerful thing, and reputation takes years to build up. Reputations can be tarnished with just one act and the valuable trust a brand once held destroyed. If you implement BT, make sure you do it right!