"It’s possible for behavioral targeting to go away with the flip of a switch.
That switch can take the form of legislation in the U.S., a popular browser plugin, new browser technology or in any number of other forms. What form it takes doesn’t matter as much as having a contingency plan in place, just in case some of your favorite targeting methods can no longer be implemented, thanks to new technology or new laws."
While this issue will need time to pan itself out, those who are thought leaders and innovators will attempt to see beyond this current crisis. Of note is John Battelle who poses the possibility that DNT is an opportunity and not a threat.
"To me, this presents a huge opportunity for the owner of a site to engage with its readers, and explain quite clearly the fact that good content on the Internet is paid for by good marketing on the Internet. And good marketing often needs to use “tracking” data so as to present quality advertising in context. "
For those who are involved in some type of behavioral targeting (BT), whether as employment, trying to build a business, or even an investor, you should be worried. Coupled with the precedence set by the EU Data Protection Directive, you can be sure that this is not going away.