Google and Mozilla unveil ad-tracking opt outs
Google and Mozilla have both responded to the “Do Not Track” lists proposed by the US Federal Trade Commission by announcing fresh browser features which will enable users to opt out of having their activities tracked by online advertisers.
The move is an attempt by browser makers and advertisers to forestall measures to legislate against the practice by demonstrating an ability to self regulate.
In Mozilla’s case this will incorporate a Do Not Track header near the browsers address window bar. When checked Firefox will inform websites that the user would like to opt out of online tracking, ensuring only non personalised ads are placed.
Google Chrome’s iteration of the feature meanwhile will be called Keep My Opt Outs, enabling cookies to permanently exclude the browser from online ads.
Mozilla’s “universal opt out” is seen as efficient as it negates the need to incorporate cookies on individual sites as well as maintain sprawling lists of sites where users might wish to opt out of tracking.