Yahoo to launch Do Not Track feature

Share this article:
Scott Thompson, Yahoo CEO
Scott Thompson, Yahoo CEO

Yahoo users will be able to opt out of third-party website tracking beginning this summer by implementing a “Do Not Track” (DNT) header feature, said Shane Wiley, VP of privacy and data governance at Yahoo.

The implementation of DNT will be site-wide and will include Yahoo's digital ad exchange Right Media as well as its digital advertising technology and services company interclick, the company said in a statement.

Yahoo has been working on implementing the program since last year and is in accordance with the Digital Advertising Alliance's (DAA) principles around online behavioral advertising, the company added.

When users click on Yahoo's DNT header, the solution is designed to ensure the user will not receive ads and content based on the browser's activity, said Wiley. Additionally, when the DNT header is activated, Yahoo will no longer create a profile around that browser. Yahoo will however continue to collect data for operational reasons, such as fighting fraud, site security and improving services, Wiley said.

“We also believe consumers expect us to use market and product research to innovate in ways they may not be able to fathom today,” Wiley said. “This demands we collect data, but use it in a responsible way even as we come up with new ideas to bring improvements and value to our users.”

The introduction of the DNT header is not the first time Yahoo has adopted privacy mechanisms including Microsoft's AdChoices in 2010 and Ad Interest Manager in 2009.

“Implementing DNT on our network shows that commitments to self-regulation make a difference and are progressing in the marketplace,” said Wiley. “It is only a few weeks since the DAA and several companies pledged to honor DNT signals at a White House sponsored event.”  

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.