Do-Not-Track is a new feature in Firefox 4 that will allows users, in time, to opt out of behavioral advertising. It will allow us to tell sites that we do not want to be tracked, thereby giving us more control over what kind of information is stored about us by advertisers and marketers, hopefully giving us a more spam-free existence.According to the online choices, behavioural advertising is:
…a practice that is based on internet browsing activity and allows brands to deliver adverts to web users which reflect their interests.
The implementation in Firefox is a new header: DNT, that will be sent to all sites, when enabled in the browser preferences. This header will inform the site that the user does not wish to have their activity tracked on that particular site. As other sites have covered, in the short-term future, there will be little change, but as the number of sites that respect the header grow, the appreciation of the features benefits will grow.
There is no mandatory requirements for sites to participate and respect the header. But my feeling is that as the respective browser vendors implement and advertise the feature and users begin to appreciate their increasing ability to control intrusions in to their privacy, that uptake will increase.
How Do I Enable It?
Under the Advanced tab in Firefox 4 there is a new checkbox available in the Browsing section entitled “Tell web sites I do not want to be tracked”. When you enable this checkbox, the header will be sent. Very simple to turn on and off as desired.
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