Mozilla, Google launch anti-tracking browser tools

Share this content:

Mozilla and Google said January 24 that they will provide options in their respective Firefox and Chrome Web browsers to block the tracking of consumers' online behavior.

Mozilla will let consumers opt out of tracking and behavioral advertising in its next browser update, Firefox 4.

“We believe it's crucial to put people in control of their personal Web interactions and experiences,” said Alex Fowler, global privacy and public policy leader at Mozilla, on his personal blog. A Mozilla representative referred requests for comment to Fowler's blog.

Google unveiled its privacy extension, called “Keep My Opt-Outs,” on the Google Public Policy blog. The tool, released January 24, helps Chrome users permanently opt out from ad tracking cookies.

The company developed the browser add-on based on existing platforms for helping consumers opt out of tracking, said Christine Chen, senior manager of global communications and public affairs at Google.

“The Network Advertising Initiative (NAI) and AboutAds.info already offer a centralized website for managing opt-outs,” Chen said. “We're building on that work by offering an extension that makes the opt-outs permanent, even if you clear your cookies.”

Mike Zaneis, SVP and general counsel at the Interactive Advertising Bureau, said Google's technology will be more effective than Mozilla's because it's industry supported and more practical.

“The day after the Google technology is launched, it will have a positive effect on the consumer,” he said. “Today [there's only] a cookie-based opt-out that gets deleted all the time. This new extension will harden that choice.”

Online advertising self-regulation group the Digital Advertising Alliance endorsed TRUSTe's “Trusted Ads” consumer-education platform on January 20. The group has also endorsed similar services from Evidon, formerly known as Better Advertising, and DoubleVerify.

close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above