The ad industry has been around for a long time. It survived just fine with out knowing all kinds of info about everyone that happened to access a venue they occupied. They need to return to a methodology where they actually select the proper place to run their ads and pay for a period of exposure. The whole pay per impression/click concept is a large part of what has led us to where we are today. The industry has over reached what most people find as acceptable behavior and its past time for a correction. Sadly the DNT efforts aren't going to be successful unless there are some teeth somewhere.