Mozilla’s Firefox browser has a Do Not Track header feature to give consumers more control over the personal data that is gathered by Web sites or advertisers. “When DNT is enabled [in Firefox], a signal sent via an HTTP header tells websites and third parties that the user wishes to opt-out of online behavioral tracking,” Mozilla said. The company has announced two important steps concerning acceptance of the Do Not Track header feature:
- The AP News Registry service, run by the Associated Press, implemented the DNT header across 800 news sites servicing 175 million unique visitors each month.
- The Digital Advertising Alliance (DAA), which includes the five major media and advertising agencies, is initiating a process to explore incorporating the DNT header, as proposed by Mozilla, into its Self-Regulatory Program for Online Behavioral Advertising (OBA). The DAA represents more than 5,000 leading media and technology companies that span the entire marketing-media ecosystem.
Mozilla explains that implementation of the Do Not Track system by AP was not difficult: