and in fact we're very heartened after we released the report, microsoft and mozilla the two largest browsers of browsers, mozilla runs firefox said they would come out with a do not track mechanism in the browse tore use the browse tore opt out of tracking. i might not opt out of tracking. i like targeted advertisements but consumers ought to have a choice. >> suarez: mike, where does your association come down on that proposal? >> well, there's no question that as an industry we agree that we fwheed to increase consumer transparency about what data collection practices are ongoing on the internet. we also want to provide consumers with that choice and easy to use, really. one click if they want to opt out of the state collection and use they should have that ability to do that. there are some options today, both through industry self-regulatory web sites that allow them easily to do that. but also through their browser controls by filtering out cookies whether they are first party or third party cookies. sometimes some proposals can be a little heavy-handed, we say, things like the

browsers like mozilla so in a sense you can't do it all yourself. you need someone to help you fill in some of those blanks. >> yeah i don't think that none of us should make the mistake that we're the only geniuses in our business, right, and we need to take advantage of that. lots of good ideas out there and we need keep our geniuses with what is core to us so this is all about bringing all of those creative ideas that are out there, creating more interesting way do with an i-5 card, vertical markets, specialty stuff, addressing new devices that we wouldn't address. >> and it's also about speed making those kingly. >> the tweeters, and the flickrs and fill in the blank. and in that meantime you have the hot new thing. >> right. >> but i mean silicon valley things seem to go in a pendulum shift. the last two years, and now everyone wants to be social commerce because group on has built this amazing thing. think similar of the platform disease. facebook opened up its platform and suddenly everyone wanted to be a platform. >> the market capital. >> y

presumably, you wouldn't be blocked from accessing the sites you want or whether it's the approach that mozilla has been thinking about where you would have a protocol that says do not track me, and companies would have to say we agree to this protocol, we won't track you. this is a time for sort of rolling out the technology, thinking about the way it would work best. again, what we want is consumer choice. and, you know, as those -- those in the community that oppose do not track, and as you know, there's much more in our report although do not track, although that's the thing that's resonated the most. you know, it's what, for example, the iab -- i have a lot of respect for them, but they're a lobbying organization -- is raise concerns. if they have empirical concerns, i'm sure the innovative business community can start to work them out. >> host: another area in your report is transparency. and when companies provide their online privacy statements to consumers, you have described them in the report as incomprehensible and in ininadequate. >> guest: i think that was my description of -- i t