We’re no closer to reconciling concerns about the use of online behavior data. Indeed, several things happened over the past week proving that marketers, controllers of Internet information, and consumers aren’t likely to agree any time soon on the use of online-behavior information.

Because of concerns by both consumers and the government, the U.S. Federal Trade Commission (FTC) late last year created guidelines to help the marketing industry self-regulate itself in the behavioral ad targeting space (see the proposed principals). Last week, in response to the FTC’s proposed rules, various industry groups and individual businesses said the FTC was too broadly defining “behavioral information.”

Marketers don’t have a problem with protecting personally-identifying details like names, physical and email addresses, and phone numbers. But the FTC, they said, does not do enough in its proposed guidelines to distinguish between this type of information and so-called “non-personally-identifiable information,” or N-PII, which is anonymous user data. N-PII is the information used by behavior-based technology to decide what kind of ad to display onscreen.

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