Feeds

Google adds Do Not Track button to Chrome

But you don't have to push it, pleads ad giant

SANS - Survey on application security programs

Updated Google's Chrome browser has added a Do Not Track option that will prevent websites using your browser history to target ads at you.*

Pioneered by Mozilla Firefox, the Do Not Track convention adds a field in the HTTP header of each web page instructing websites not to take info about you from your browser. Commonly used to prevent overly personal targeted ads, Do Not Track also stops web visitors having their data picked through by websites' social features and analytics engines. Microsoft claims that Internet Explorer doesn't track its users and Do not Track is an option in Safari.

The Chrome extension that allows you to opt out of tracking – Keep My Opt Outs – is now live in Google's apps store.

It's not a movement that Google has been overly eager to embrace, considering that it is the one making the most cash out of targeted ads, and considering that targeted ads are more valuable than generic ones. However the web giant's hand has been forced as the Do Not Track movement gathers momentum, as evidenced by the Californian ruling on tracking mobile internet users yesterday.

In a last-ditch attempt to protect Google's revenue, its the Do Not Track extension comes with the plaintive suggestion that you don't install it.

Websites, ranging from small sites operated by individuals to large sites operated by corporations, offer you free content and services because they are supported by advertising. Blocking ads eliminates the primary revenue source for most web publishers. We want to give users control over their privacy while surfing the web, not force small web businesses to shut down.

* Update

Google has not yet added a Do Not Track option into Chrome, but instead is now making the third-party Keep My Opt Outs Chrome extension available in its Chrome Web Store.

A Do Not Track option is on its way, though, as a Google spokeswoman told The Reg in an email. "We're committing to two main changes," she wrote. "First, we'll build a Do Not Track option into Chrome. And second, our advertising systems will honor Do Not Track browser signals in accordance with DAA principles. We plan to implement these changes by the end of the year."

Once a user turns on the Do Not Track header, she told us, Chrome will transmit that directive to sites to which the user navigates. Websites and advertisers will see the header in the user's web request, and treat the user's browsing data in accordance with those DAA principles, including opting the user out of ad targeting and ads using third-party cookies. ®

3 Big data security analytics techniques

More from The Register

next story
Ubuntu 14.04 LTS: Great changes, but sssh don't mention the...
Why HELLO Amazon! You weren't here last time
This time it's 'Personal': new Office 365 sub covers just two devices
Redmond also brings Office into Google's back yard
Next Windows obsolescence panic is 450 days from … NOW!
The clock is ticking louder for Windows Server 2003 R2 users
Half of Twitter's 'active users' are SILENT STALKERS
Nearly 50% have NEVER tweeted a word
OpenBSD founder wants to bin buggy OpenSSL library, launches fork
One Heartbleed vuln was too many for Theo de Raadt
Got Windows 8.1 Update yet? Get ready for YET ANOTHER ONE – rumor
Leaker claims big release due this fall as Microsoft herds us into the CLOUD
Microsoft TIER SMEAR changes app prices whether devs ask or not
Some go up, some go down, Redmond goes silent
Batten down the hatches, Ubuntu 14.04 LTS due in TWO DAYS
Admins dab straining server brows in advance of Trusty Tahr's long-term support landing
Red Hat to ship RHEL 7 release candidate with a taste of container tech
Grab 'near-final' version of next Enterprise Linux next week
prev story

Whitepapers

Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.