Issues Its Own Set of Advertising Tracking and Disclosure Rules.

NEW YORK (AdAge.com) -- Online advertising's biggest players to government: Please stay out of our business.

Google, AOL, Yahoo and Microsoft, along with a host of other advertising, agency and marketer associations, took another step in pressing their case that the government doesn't need to regulate the collecting of data for ad-targeting purposes by search engines, websites, advertisers and ad networks. They've crafted their own set of rules in the hope of heading off potential regulation in Congress.