Feeds

Yahoo! finally! adds! Do! Not! Track! tool!

Don't slurp me, bro

The Essential Guide to IT Transformation

Yahoo! is to begin slotting in support for a Do Not Track header across its entire online estate just a few months after its erstwhile privacy wonk quit the firm in favour of a job at Google.

Anne Toth, who is now working on the Chocolate Factory's Google+, had opposed DNT.

Yahoo! said the tool, which will also be implemented on its Right Media and Interclick properties, will allow users "to express their ad targeting preferences" to the Purple Palace.

But the company has been very slow to provide such support for DNT. When Toth was at the helm of Yahoo!'s privacy team she had this to say (courtesy of Time Techland) about the technology:

Right now, when a consumer puts Do Not Track in the header, we don’t know what they mean. Privacy is not a one size fits all thing. Is analytics included in that? Is first-party customisation included in that? I think it’s fair for Google to say it’s going to hang out until it figures out what it means first. If we all do privacy in radically different way, we’re going to confuse consumers.

Google is yet to implement DNT, despite many of its rivals having already adopted the tool. It's recently made noises suggesting that some form of the tech will be built into its Chrome browser by the end of 2012.

It's notable that Toth's exit has apparently paved the way for Yahoo! to finally support DNT.

The struggling internet outfit sees things differently and described itself as a company that has "leadership in privacy innovation while continuing to create the free online service consumers demand". And all that is thanks to those lovely advertising people, it added.

But the DNT move also comes after the US Feds gave online players a nudge earlier this week, when the FTC issued its final report on the "best practices" companies should put in place regarding the thirsty slurping of consumer data.

Lawmakers on that side of the Atlantic have warned that regulation could follow if the online ad giants don't sort themselves out.

There have been tussles about how the DNT standard should be developed, and recently Microsoft has been touting a different technology - dubbed Tracking Selection Lists - that has led to a "task force" being assembled to work on that specification. ®

Build a business case: developing custom apps

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Amazon says Hachette should lower ebook prices, pay authors more
Oh yeah ... and a 30% cut for Amazon to seal the deal
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
Nintend-OH NO! Sorry, Mario – your profits are in another castle
Red-hatted mascot, red-colored logo, red-stained finance books
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
Joe Average isn't worth $10 a year to Mark Zuckerberg
The Social Network deflates the PC resurgence with mobile-only usage prediction
Chips are down at Broadcom: Thousands of workers laid off
Cellphone baseband device biz shuttered
Feel free to BONK on the TUBE, says Transport for London
Plus: Almost NOBODY uses pay-by-bonk on buses - Visa
Twitch rich as Google flicks $1bn hitch switch, claims snitch
Gameplay streaming biz and search king refuse to deny fresh gobble rumors
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Maximize storage efficiency across the enterprise
The HP StoreOnce backup solution offers highly flexible, centrally managed, and highly efficient data protection for any enterprise.