Shift in marketing industry? Companies tracking consumer behavior online vow greater transparency

The marketing and advertising companies that track consumer behavior online want to take a crack at regulating themselves—before the government does it for them. New guidelines are slated to be unveiled today from groups representing top companies that track consumers online. The guidelines call for greater transparency—basically, letting people know when they’re being shadowed online—and for giving consumers a way to opt out. Industry groups would monitor the companies to ensure …