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Yahoo Goes-DO NOT TRACK
April 6, 2012 by admin
Filed under Around The Net
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Yahoo websites worldwide will comply with users “do not track” settings starting later this year, Yahoo announced Wednesday.
Most major browsers are now able to send a message to sites visited, indicating whether users want their surfing behavior to be tracked by cookies for the purposes of displaying personalized ads. In February the last major hold-out, Google, announced that its Chrome browser will include do-not-track support by the end of the year.
That message, an HTTP (hypertext transfer protocol) header accompanying a request to display a Web page, avoids the awkward paradox that to store a visitor’s preference not to be tracked by cookies, sites had to store a cookie containing that preference, and provides a consistent way to store and indicate such preferences across all Web sites that respect the do-not-track header.
Support for the do-not-track header has been in the works since last year, Yahoo said. All Yahoo sites will respect the header, including those of Right Media and Interclick, two Yahoo subsidiaries specializing in behavioral or data-driven advertising, the company said.
The company’s announcement comes the same day that the U.S. House of Representatives’ Subcommittee on Commerce, Manufacturing, and Trade is set to hold a hearing on balancing privacy and innovation, and in the same week that the U.S. Federal Trade Commission called for creation of a do-not-track tool for Internet users.
In a statement announcing its plans for allowing visitors to opt out of tracking, Yahoo maintained that allowing advertisers to regulate themselves was the best and quickest way to introduce protections to the market place without sacrificing innovation or value creation.
‘Do Not Track’ Internet Legislation, Advances
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California is a moving closer to making into law the first Do Not Track legislation in the U.S., aimed at protecting Internet users from invasive advertising.
The proposed Senate bill, SB-761, passed a Senate Judiciary Committee vote late Tuesday, but it still has a long road ahead before having a chance of being signed into law. It now moves on to the Appropriations Committee, and must also pass the Senate and State Assembly before being sent to Governor Jerry Brown’s desk.
Still, it’s the first time such a bill has made it out of committee, and that’s a big deal, according to John Simpson, director of Consumer Watchdog’s Privacy Project. “This is the first time that a ‘do not track’ bill has actually had a hearing and been debated and then voted forward in the legislative process,” he said.
The bill would give California consumers a simple way of opting out of data collection systems that keep track of their online activities. “It puts up a no trespassing sign on our device,” Simpson said.
Opponents of the bill, including Google, the Direct Marketing Association, and the wireless industry group CTIA, say it puts an unnecessary burden on online commerce.
Online marketers love this type of data because it helps them fashion highly effective targeted advertising. But many consumers don’t want to hand marketers every detail of what they do on the Web.
Under the proposed law, users would have a way — possibly a through a browser setting — of telling Web sites not to track them. If a company disregarded this and collected data without permission, it could face stiff fines.
FTC Singles Out Google’s Chrome
Federal Trade Commission Chairman Jon Liebowitz this week singled out Google for not adopting “Do Not Track,” the privacy feature that allows consumers the ability to opt out of online tracking by Web sites and marketing entities.
In an interview Monday with Politico, Liebowitz called out Google for not supporting Do Not Track in its Chrome browser.
Noting that Do Not Track had gathered momentum, Liebowitz said, “Apple just announced they’re going to put it in their Safari browser. So that gives you Apple, Microsoft and Mozilla. Really the only holdout — the only company that hasn’t evolved as much as we would like on this — is Google.”
Do Not Track has been promoted by the FTC and by privacy advocates including the Electronic Frontier Foundation (EFF), as the best way to help consumers protect their privacy.
The technology requires sites and advertisers to recognize incoming requests from browsers as an opt-out demand by the user. The information is transmitted as part of the HTTP header.
As Liebowitz said, Microsoft and Mozilla have added Do Not Track header support to their Internet Explorer 9 (IE9) and Firefox 4 browsers. While Apple hasn’t confirmed that the next version of Safari will include Do Not Track, developers have reported finding the feature in early editions bundled with Mac OS X 10.7, aka “Lion,” the upgrade slated to ship this summer.