The Myth of Browser-Based ‘Do Not Track’

January 27, 2011 – In The News
Internet Evolution

Google, Mozilla and Firefox are among the companies taking measures to ensure unwanted advertisers do not track users. Major browsers have developed tools to help prevent users from being tracked., and Internet Explorer’s tool requires the user to create a list of sites the user does not want tracking him or her.

The Google Chrome extension requires cooperation by advertisers. “For this to work, advertisers have to agree to honor the request to not track this user,” says Scott Vernick.

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