Looming federal legislation could hamper the ability of Yahoo Inc. (YHOO), Microsoft Corp. (MSFT) and other companies to entice advertisers with the potential to follow users around the Internet in order to tailor marketing messages.
In addition, some believe the current federal antitrust review of Yahoo's planned search and advertising partnership with Microsoft could draw unwelcome scrutiny to behavioral tracking practices that have long been the industry norm.
At a joint House subcommittee hearing in June, Rep. Bobby Rush, D-Ill., noted the lack of federal laws governing the use of behavioral targeting in online advertising, and quizzed witnesses on the ...
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