Newsletters
Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home CRM Systems Customer Service Contact Centers Business Intelligence More Topics...
APC Free White Paper
Optimize your network investment &
Enter to win a Samsung Galaxy Note

www.apc.com
Big Data
DDoS Protection Powered By Verisign
Average Rating:
Rate this article:  
Yahoo Plans
Yahoo Plans 'Do Not Track' Tool by Summer

By Jennifer LeClaire
March 29, 2012 11:25AM

Bookmark and Share
"Yahoo has decided, for PR reasons, to get out in front of Do Not Track and be seen as responsive to consumers and their privacy concerns rather than dragging their feet," said analyst Greg Sterling. "Everyone eventually will need to do some version of this. Yahoo is wise to seize the initiative and gain the positive exposure" with Do Not Track.
 



In a move to appease privacy advocates and consumers alike, Yahoo on Thursday announced plans to implement a "Do Not Track" tool across its global network of Web sites by early summer. That would make Yahoo the first major search-engine player to take the step.

Do Not Track is a common term to describe a way for people to opt out of online behavioral advertising. Yahoo's Do Not Track tool has been in development since last year and is almost ready for prime time.

Yahoo said its tool is in accordance with the Digital Advertising Alliance's principles. This sitewide Do Not Track mechanism -- which also includes Yahoo-owned Right Media and Interclick -- promises to provide a simple step for consumers to express their ad targeting preferences on Yahoo sites.

"Yahoo has decided, for PR reasons, to get out in front of Do Not Track and be seen as responsive to consumers and their privacy concerns rather than dragging their feet," said Greg Sterling, principal analyst at Sterling Market Intelligence. "Everyone eventually will need to do some version of this. Yahoo is wise to seize the initiative and gain the positive exposure that will come with it."

Mozilla's Do Not Track Version

Mozilla plans to offer a feature to let users opt out of online behavioral advertising. Dubbed Do Not Track, it's the Firefox maker's latest effort to put users in control of their Web experience.

Mozilla is proposing a feature that allows Firefox browser users to set a preference that will broadcast their desire to opt out of third-party, advertising-based tracking by transmitting a Do Not Track HTTP header with every click or page view in Firefox.

"When the feature is enabled and users turn it on, Web sites will be told by Firefox that a user would like to opt out" of online behavioral advertising, said Alex Fowler, Mozilla's head of privacy. "We believe the header-based approach has the potential to be better for the Web in the long run because it is a clearer and more universal opt-out mechanism than cookies or blacklists."

Google's Chrome Efforts

Google also offers a feature that lets Chrome browser users opt out permanently from ad-tracking cookies. Dubbed Keep My Opt-Outs, the extension is available as a download.

Google developed the feature for the same reason as Mozilla: The Federal Trade Commission, among others, has expressed interest in a Do Not Track mechanism offering users a simple way to opt out of behavior-based advertising.

Opting out of personalized ads is nothing new. Technologies exist that even let customers tailor personalized ads by specifying what types of ads they are most interested in. But Google and Mozilla both pointed to technical challenges with these opt-outs and controls.
 

Tell Us What You Think
Comment:

Name:



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 Big Data
1.   SAP Taps Apigee for API Management
2.   Many Sites Are Studying Consumers
3.   Cloud Wars: AWS vs. Microsoft, IBM
4.   Watson's First Consumer-Facing Gig
5.   HP Drops $50M on Hortonworks


advertisement
Many Sites Are Studying Consumers
Facebook and OKCupid are not alone.
Average Rating:
Comcast Customer Service Fiasco
Lessons to be learned for all companies.
Average Rating:
Apple, IBM Team on Mobile Biz Apps
A match made in technology heaven.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Contact Centers | Business Intelligence | Sales & Marketing | Customer Data | CRM Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.