Investors have taken note: BrightTag has raised some $23 million in capital and landed heavyweight clients, including JetBlue, Banana Republic, Crate & Barrel, and Barack Obama (his campaign website employs BrightTag technology). Rahm Emanuel even swung through the startup’s River North offices when he was running for mayor and looking for ideas to give local tech a boost.
Last November, BrightTag announced a new one-click privacy button that websites could place on their sites that would let a visitor opt out of being tracked on the site by third-party data sleuths. While the feature has been adopted by some of the company’s European clients, it hasn’t gained traction in the United States, where laxer privacy standards still prevail.
Yet the debate around U.S. standards is approaching the boiling point this year. In February the White House called for a comprehensive “privacy bill of rights,” followed by the FTC’s long-awaited March report in which the agency called for the industry to adopt a “Do Not Track” option in browsers by year’s end. While the online data industry has signaled some support for a Do Not Track browser button, it remains unclear what that would actually mean—no tracking period, or no third-party tracking, or just no targeted ads? Just how many tracking loopholes and exceptions will the adopted standard have? It’s not hard to find pushback on data restrictions from online marketers: Microsoft recently infuriated the ad industry when it announced its Internet Explorer 10 would have “Do Not Track” as the browser’s default setting."
— The Chicago Startup That Changed How Orbitz, Gap, And Obama Collect Your Data - By Ryan White
(Source: Fast Company)