Google, others to honour “do-not-track” feature
The Digital Advertising Alliance (DAA), a group representing over 400 companies that includes heavyweights such as Google, has agreed to support a “do-not-track” feature that will be embedded into most web browsers.
The Alliance will begin adopting and honouring the system within the next 9 months.
The feature is already present in popular web browsers like Firefox, Internet Explorer and Safari, and restricts the data that websites can collect about a user through cookies.
However previously, even those users who activated the feature, will still be tracked and have their data collected, because the DAA hadn’t decided to honour the system yet.
The Chrome web browser is expected to feature a “do-not-track” button before the end of 2012.
Read the full story at: Boy Genius Report.
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