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30 March 2012, 17:15

Yahoo plans to roll out site-wide Do Not Track feature

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Yahoo has announced that it will be implementing a Do Not Track (DNT) header solution across all of its sites by "by early summer". The company stated that it will provide the ability for users of its sites to control their advertising targeting preferences but did not make it clear how exactly this will be implemented. It is likely that Yahoo will make their sites compatible with the existing DNT implementations from browser vendors such as Mozilla and Opera, however.

Since online advertising networks use cookies to recognise internet users and serve them tailored advertising, users could historically only defend against this practice by deleting cookies or not accepting cookies at all. The Do Not Track system proposed by the W3C and Mozilla adds to this the ability for the user to send a header with each request that declares they don't want their online activity to be tracked. Many popular browsers already support this header and it therefore seems to be a likely choice to tie into Yahoo's implementation.

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