68 percent of internet users would select a “do-not-track” (DNT) feature if it was easily available. Ovum warns web advertisers and marketers that consumers are seeking out new tools that allow them to remain “invisible” – untraceable and impossible to target by data means. The hardening of consumer attitudes, coupled with tightening regulation, could diminish personal data “supply lines” and have a “considerable impact” on targeted advertising, CRM, big data analytics and other digital industries.”]