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Online Ad Industry Could Ignore Firefox's Do-Not-Track Feature

February 26, 2013
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Less than a year ago, Firefox browser maker Mozilla criticized Microsoft's decision to enable Do Not Track by default in its latest version of Internet Explorer. Now, Mozilla is doing just that. The next version of Firefox will include a default setting that disables third-party cookies — the lifeblood of the complex digital ad industry. Initial reactions signal the digital ad industry could collectively ignore the Firefox setting, as it did in response to Microsoft's default tool....

 

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Do Not Track is Dying
December 3, 2012 From CNN Money
The tantalizing promise of a single button that prevents ads from tracking your online behavior is fizzling fast. More than nine months after the Obama administration, digital advertisers, browser makers and privacy advocates agreed in principle to create a "Do Not Track" mechanism for Web browsing, the tool is no closer to becoming a reality than it was in February. In fact, the entire plan is on life support.
 
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Consumer Reports Says Do Not Track, But Tracks Anyway
November 21, 2012 From Ad Age

Earlier this week, Consumer Reports sent its members an email warning them that they might be "unwittingly" being tracked by advertising companies online, and that they should notify their lawmakers if they don't like it. What Consumer Reports failed to disclose is that its own website, ConsumerReports.org, is laden with the full array of advertising-tracking technologies — the very ones it's telling consumers to take action against.

 

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