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BizReport : Advertising archives : March 30, 2012

Yahoo's implementation of Do Not Track begins

Yahoo has announced it will soon complete deployment of a "Do Not Track" solution across its entire network to allow visitors to choose if they want their online activity tracked for ad targeting purposes.

by Helen Leggatt

As privacy advocates continue to press to give consumers more control over their online data, Yahoo has announced it is joining the movement.

The announcement comes after the FTC on Monday repeated its call for online advertisers and Internet browsers to put an "easy to use, persistent and effective" Do Not Track solution in place.

Many major Internet browsers have already added a "Do Not Track" button in the last few months, including Firefox, Microsoft Internet Explorer and Apple's Safari.

Yahoo has already begun implementation and, according to a recent blog post, completion is set for early summer. In the meantime, several of the company's ad platform including Right Media and interclick already support "Do Not Track".

Just last month the Digital Advertising Alliance said it would require members to respect "Do Not Track" headers.

Tags: behavioral targeting, consumer data, consumer targeting, data collection, Do Not Track, online privacy, online targeting

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