Yahoo to Implement 'Do Not Track' Feature Amid Privacy Concerns

By Joe Eitel March 29, 2012

Yahoo announced today it plans to integrate a ‘Do Not Track’ mechanism for users worldwide starting early this summer. Concerns about online privacy by consumers are the driving forces behind the new feature.

The US Federal Trade Commission (FTC) told the Wall Street Journal this week it issued a call for online data collectors to provide better privacy policies. The FTC is urging Congress to pass detailed privacy legislation on the matter.

The FTC also specifically pointed out that online data collectors should make a ‘Do Not Track’ button easily accessible to consumers wishing to opt out of data collection or targeted advertising. Yahoo seems to be ahead of the game, as they plan to roll out this feature within the next few months.

The hope of the FTC is that all web browsers feature a ‘Do Not Track’ button by the end of 2012. If Web browser developers do not comply voluntarily, the FTC may push harder for legislation from Congress forcing developers to add this feature to web browsers.

According to PC World, the last major Web browser to jump onboard with the FTC’s request is Google and its Chrome web browser. Google, however, stated it plans to implement the ‘Do Not Track’ button by the end of this year in its Chrome browser.

The Yahoo ‘Do Not Track’ feature is in compliance with the principles issued by the Digital Advertising Alliance. Yahoo mentioned the new feature has been in development since 2011. It will allow users to modify their ad-targeting preferences for added privacy while surfing the web.

Yahoo stocks are down five percent so far this year to $15.32 as of Wednesday. The company has still been successful recently at lowering its operating costs, despite a 13-percent drop in total revenue.

Edited by Braden Becker

TechZone360 Contributing Writer

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