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 created 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 we’re making available Keep My Opt-Outs, which enables you to opt out permanently from ad tracking cookies. It’s available as an extension for download in Chrome.
Why have we developed this feature?
Recently, the Federal Trade Commission and others have expressed interest in a “Do Not Track” mechanism that could offer users a simple way to opt out of personalized advertising. Advertising companies that are members of the Network Advertising Initiative (NAI) already let you opt out of tracking for the purposes of personalizing advertisements, and many online advertisers and trade associations have also joined a major 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 browser’s cookies, all customized settings — including these opt-outs — are lost. Another challenge is that sometimes new companies offer opt-outs, so you’d have to check frequently to make sure you’re opted out of what you want. A better “Do Not Track” 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 the 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.