Digital privacy involves three main stakeholders: consumers, the government and the advertising industry. Consumers are increasingly concerned about their privacy. Government entities in the US and elsewhere are looking to temper that anxiety through laws, regulations and pressure on the digital ad ecosystem. And that system, which includes advertisers, agencies, media companies, websites, retailers, search engines and related vendors, is looking to satisfy both government and consumer demands through self-regulation and tools like Do Not Track (DNT) headers.

via How Marketers Can Manage the Privacy Problem – eMarketer.