W3C, headed by inventor of the web Sir Tim Berners-Lee, published technical proposals to enable websites to respond to forthcoming privacy regulations in the US.
The proposals, designed to give users more control over what advertisers and marketing firms know about them, has been backed by Facebook and Google, as well as browser makers Apple, Microsoft and Mozilla.
US regulators and civil liberties groups have also collaborated on the new standards, The Telegraph reports.
The stronger privacy protections are expected to challenge the online advertising and marketing industries, who depend on tracking data to measure the success of their campaigns.
"Advertisers, even if they don't show targeted ads, it's important for them to know how many people viewed and clicked, what your conversion rate is. Currently, many mechanisms used for these statistics are not so privacy-friendly," said Dr Matthias Schunter of IBM Research, who co-chaired the W3C Tracking Protection, Information Week reports.
According to Information Week, the new standards would be enforced via self-regulatory industry bodies from mid-2012.
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