Feb 032011
 February 3, 2011  Posted by  Business, Laws, Online

Wendy Davis reports:

The prospect of an easy-to-use browser-based opt-out for behavioral advertising advanced this week with Mozilla’s release of a preliminary version of a do-not-track header.

But this newest tool is only an early — and potentially buggy — version of the header. An even bigger obstacle for people who want to test the feature is that it’s still unknown whether ad networks will honor it.

While none have publicly said they won’t, the ad industry’s official position appears to be that consumers don’t need the new tool because the new self-regulatory program allows users to opt out of tracking through links at AboutAds.info, the Network Advertising Initiative, and the new forward-i icons.

Read more on MediaPost.

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