Dive Brief:
- Digital advertisers haven’t been able to sort out user privacy issues so a group including the Electronic Frontier Foundation (EEF) created a new "Do Not Track" setting for browsers.
- The new standard works with ad-blocking and privacy tech instead of actively blocking ads on its own.
- The idea is to allow web users to opt-out of online tracking and ad targeting based on their browsing history.
Dive Insight:
The EFF along with Medium, Mixpanel, AdBlock and DuckDuckGo created a new Do Not Track setting for browsers to protect web users from unwanted online tracking and targeted ads based on browsing history. The standard works in conjunction with ad-blocking and privacy technology
“We are greatly pleased that so many important Web services are committed to this powerful new implementation of Do Not Track, giving their users a clear opt-out from stealthy online tracking and the exploitation of their reading history. These companies understand that clear and fair practices around analytics and advertising are essential not only for privacy but for the future of online commerce,” EFF Chief Computer Scientist Peter Eckersley told Marketing Land.
Major online ad players such as Google and Facebook ignore Do Not Track requests from browsers, and participation in the policy is voluntary.
