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    Mozilla Firefox: Advertisers and Publishers Adopt and Implement Do Not Track

    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:

    The Associated Press (AP) is the first company to deploy DNT on a large scale, and it only took a few hours for one engineer to implement. The AP News Registry tracks 1 billion impressions of news content, with 175 million unique visitors per month, and has membership with more than 800 sites. When consumers send a DNT preference via the browser while viewing a story at one of its publisher’s sites, the AP News Registry no longer sets any cookies. The previous solution was for users to opt-out via a link to a central opt-out page referenced in each participating news site’s privacy policy. They still count the total number of impressions for each news story, but aggregate consumer data for those with DNT in a non-identifiable way.

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