I am from the industry and think the IAB's stand is poppycock. I firmly believe and have done ever since I learned a lot about targeting using cookies etc that the choice should be with the end users. It is totally unfair that the options exist currently, but only for the most savvy users. This current hullabalo shows that all the current initiatives such as the NAI http://www.networkadvertising.org/choices/ are all spin. Also, there already exists methods whereby companies store cookies for individuals on the cloud where the end user has no control. I think the online ad industry already 10+ years old has become like the MPAA or RIAA (always wondered: *why* does an organisation even exist that has the name records in it). The focus of the innovation has to be how to deliver targeted content WITH user consent. Not add more layers and tracking beacons and then selling it all to the NSA.