TECH
02/01/2011 05:12 am ET Updated May 25, 2011

Some Online Tracking Firms To Offer Opt-Out, Reveal What They Know

Seeking to head off escalating scrutiny over Internet privacy, a group of online tracking rivals are building a service that lets consumers see what information those companies know about them.

The project is the first of its kind in the fast-growing business of tracking Internet users and selling personal details about their lives. Called the Open Data Partnership, it will allow consumers to edit the interests, demographics and other profile information collected about them. It also will allow people to choose to not be tracked at all.

When the service launches in January, users will be able to see information about them from eight data and tracking firms, including BlueKai Inc., Lotame Solutions Inc. and eXelate Inc.

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