Google’s Public Policy Blog announces a new feature for its Chrome Web browser, Keep My Opt-Outs, which seeks to make it easier for online users to opt-out — and stay opted-out — of some kinds of targeted online behavioral advertising. Google previously createdÂ a permanent opt-out plugin, which allows a person to opt-out once instead of constantly opting out every time he or she clears cookies.
Today weâ€™re making availableÂ Keep My Opt-Outs, which enables you to opt out permanently from ad tracking cookies. Itâ€™s available as an extension for download in Chrome.
Why have we developed this feature?
Recently, the Federal Trade Commission and others haveÂ expressed interest in a â€œDo Not Trackâ€ mechanism that could offer users a simple way to opt out of personalized advertising. Advertising companies that are members of theÂ Network Advertising Initiative (NAI) already let youÂ opt out of tracking for the purposes of personalizing advertisements, and many online advertisers and trade associations have also joined a majorÂ self-regulatory effort to enforce a uniform privacy icon for ads, as well as opt-out guidelines. […]
However, the industry has faced a recurring technical challenge with these opt-outs and controls. If you clear your browserâ€™s cookies, all customized settings â€” including these opt-outs â€” are lost. Another challenge is that sometimes new companies offer opt-outs, so youâ€™d have to check frequently to make sure youâ€™re opted out of what you want. A better â€œDo Not Trackâ€ mechanism is a browser extension that means you can easily opt out of personalized advertising from all participating ad networks only once and store that setting permanently. […]
Today we are building on this work, and that of others, by allowing you to permanently opt out of ad tracking from all companies that offer opt-outs through the industry self-regulation programs. Keep in mind that once you install theÂ Keep My Opt-Outs extension, your experience of online ads may change: You may see the same ads repeatedly on particular websites, or see ads that are less relevant to you.