31 Mar '12, 12pm

Yahoo Begins Honoring Browser Do-Not-Track Signals

Wide adoption of Do Not Track technology isn't just about slapping a button on web browsers. Even after Chrome, Safari, Firefox and IE support user-imposed limits on ad tracking, publishers must honor the Do Not Track signals their browsers will generate when individuals choose to opt out. With the ad sector, Federal Trade Commission, and U.S. Commerce Department officially throwing their weight behind Do Not Track, big ad sellers are obliged to get serious about honoring those requests. Among the first to do so is Yahoo, which has begun rolling out global support for the Do Not Track standard, and expects to complete the process by early summer. Here's how it works: When someone with Do Not Track activated visits any site where Yahoo has data collection in place, a signal is sent to Yahoo's servers. This could happen via a Yahoo-owned site or network partner. Once the opt...

Full article: http://searchenginewatch.com/article/2165102/Yahoo-Begins...

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