Three years ago, the Network Advertising Initiative (NAI) joined with a wide range of constituencies at the World Wide Web Consortium (W3C) Tracking Protection Working Group in an attempt to turn the phrase “do not track” into a meaningful global privacy standard that addresses both technical and policy challenges. NAI brought a unique perspective to the discussions because of our understanding of both privacy issues and online advertising our appreciation for the unique role of responsible third parties in delivering relevant digital advertisements.