In an effort to douse the heated discussion over online privacy, a number of tracking firms have formed the Open Data Partnership. The Partnership will allow consumers free access to review the info that’s been gathered about them and opt-out of being tracked all together. It launches in January and it’s expected that other tracking firms as well as large Internet companies like Yahoo will join once it’s live, the Wall Street Journal reports.
“The government has told us that we have to do better as an industry to be more transparent and give consumers more control. This is a huge step in that direction,” Scott Meyer, CEO of Better Advertising Project, which is leading the effort, told the Journal.