“Do not Track” ,New step on Behavioral Ads
Usually it has become a common practice by the commercial or third party websites to track much information from their visitors online .To overcome this issue Browser’s community has step forward with “Do Not Track” (DNT) feature .Although browser’s had an feature such as “Private browsing” to get rid of browsing session , DNT focuses more on Online behavioral Advertising(OBA).
What is DNT ?
Do Not Track is a technology that enables users to opt out of third-party web tracking, including behavioral advertising. At present a user cannot opt out of many of the hundreds of tracking services and advertising networks;
How is it Implemented?
Whenever a web browser requests content or sends data using HTTP, the protocol that underlies the web, it can optionally include extra information, called a “header.” Do Not Track simply adds a header indicating the user wishes to not be tracked.There are a number of web browser add-ons and other technical tools that block some forms of third-party tracking. These tools are compatible with and complementary to Do Not Track. But blocking tools are far from comprehensive, require frequent updating to ensure effectiveness, and may disable important third-party web functionality
On Sunday, Mozilla formally announced its plans to build a do-not-track feature into future versions of Firefox. For Firefox’s tool to work, however, tracking companies would need to agree to not monitor users who enable the do-not-track feature. So far, no companies have publicly agreed to participate in the system, but Mozilla urged them to join in.
According to Mozilla “As the first of many steps, we are proposing a feature that allows users to set a browser preference that will broadcast their desire to opt-out of third party, advertising-based tracking by transmitting a Do Not Track HTTP header with every click or page view in Firefox. When the feature is enabled and users turn it on, web sites will be told by Firefox that a user would like to opt-out of OBA”
As gatekeepers to the Internet, the Web-browsing-software makers are in the best position to block unwanted tracking. However, the biggest Web-browser makers—Microsoft Corp. and Google Inc.—also operate online advertising businesses that use online-tracking tools. Firefox doesn’t run an ad business but receives the bulk of its funding from an advertising arrangement with Google.
The Firefox tool will be embedded in the Web browser, but it won’t be turned on by default. Users will need to check a box to turn on the do-not-track feature.Once users enable the feature, Firefox would broadcast a do-not-track message to each website a user visits, and to the many tracking companies that are hosted on that website.Mozilla is asking those who receive the do-not-track request to stop collecting data about the user and stop using that data for marketing purposes.However, rolling out the feature will be a challenge. For it to work, both browsers and sites will have to implement it. To get past this issue, Mozilla wants to work with the technical community to standardize the header across the industry, according to Fowler. It is also proposing that the feature be considered for upcoming releases of Firefox.
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