As advertisers develop more sophisticated online visitor tracking tools, government agencies and consumer interest groups are pushing for stricter privacy standards. Do Not Track, the web tracking opt-out movement in the U.S. is gaining ground as a government-endorsed standard. Across the pond, it’s already law. The European ePrivacy Directive requires sites to proactively gain consent from visitors to track them. See the issues at hand, as well as the potential revenue pitfalls and other impacts.