Mobile News: Firefox Offers Do-Not-Track for Mobile, AdMob Adds Tablet Units

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Firefox Introduces Do-Not-Track for Mobile

Firefox has included a do-not-track option in the latest release of its mobile web browser for the Android platform, designed to give users the ability to opt out of sharing their behavioral data with website publishers and online data collection firms.

Using the same technology as the most recent version of the Firefox desktop browser, the feature omits a persistent do-not-track signal as users move around the web in the form of a HTML header. Websites and data collectors can - in theory - receive that signal and honor users' requests to opt out of tracking. To date, the vast majority has chosen to ignore it, however.

Despite that fact, the introduction will likely be welcomed by the Federal Trade Commission, which just last week reiterated that its do-not-track proposal should apply to data collection from mobile devices as well as desktops.

Google's AdMob Rolls Out New Tablet Ad Formats

A year after Google acquired mobile ad network AdMob for $750 million, the company is extending its capabilities in the tablet ad space with new rich media formats. The HTML5 units expand on those already available through the network, adding functionalities such as 360-degree image rotation and the ability to embed video within a full page ad without requiring full-screen video playback.

It's unsurprising Google is investing more in tablet ad solutions, given the company's repeated references to its "mobile first" mantra over the past year and the continued proliferation of tablet devices. Highlighting the opportunity, Google said it's seen a 300 percent increase in traffic from tablet devices over the past six months across the AdMob network.

Millennial Media Acquires Mobile Data Firm Condaptive

Mobile ad network Millennial Media has acquired Condaptive, which provides audience segmentation and data analysis capabilities. The company will fold the firm into its own operations, helping "deliver data-driven insights to provide value for both advertisers and developers," according Millennial's executive VP and CTO, Chris Brandenburg.

Following the acquisition Condaptive's Founder and CEO Hemang Gadhia, will assume the position of SVP, audience intelligence at Millennial Media. Financial terms of the deal were not disclosed.