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The digital privacy battles now brewing in the House of Representatives and at the Federal Trade Commission finally woke the industry up to its complacency over this issue, but I think many publishers and ad networks proceeded to get up on the wrong side of the bed. The principals in the behavioral targeting industry, which is attracting much of the scrutiny now, seem to recognize that they must better explain their policies to consumers and assure all of us that they indeed are not collecting personally identifiable information (PII) when they track our movements around the internet. Ultimately, though, I think they woke up to the wrong issue.