The World Wide Web Consortium has rejected an attempt by the advertising industry to hijack a specification describing how websites should respond to "do not track" requests sent by Web browsers. Suggestions from the Digital Advertising Alliance (DAA) would have allowed advertisers to continue profiling users who had asked not to be tracked. It would also have allowed them to "retarget" ads to those users by showing ads relevant to one site or transaction on all subsequent sites they visited, according to the co-chairs of the W3C's Tracking Protection Working Group.