MarketingData-Driven MarketingYahoo Begins Honoring Browser Do-Not-Track Signals

Yahoo Begins Honoring Browser Do-Not-Track Signals

Becomes one of the first major ad sellers to support opt-out standard.

Wide adoption of Do-Not-Track isn’t just about slapping a button on web browsers. Even after Chrome, Safari, Firefox and IE support user-imposed limits on ad tracking, publishers must honor the DNT signals their browsers will generate when individuals choose to opt out.

With the ad sector, Federal Trade Commission, and U.S. Commerce Department officially throwing their weight behind Do-Not-Track, big ad sellers are obliged to get serious about honoring those requests.

Among the first to do so is Yahoo, which said today it has begun rolling out global support for the DNT standard, and expects to complete the process by early summer.

Here’s how it works: When someone with DNT activated visits any site where Yahoo has data collection in place, a signal is sent to Yahoo’s servers. This could happen via a Yahoo-owned site or network partner. Once the opt-out is set, the request will apply to all future interactions with Yahoo, so long as the user doesn’t switch browsers.

“When our servers receive the DNT signal, this activates our existing opt-out process. With DNT turned on, Yahoo! will no longer score your activities for advertising or content interests and no longer personalize your ads and content based on those interest scores,” Shane Wiley, VP of privacy and data governance, wrote in a blog post today.

Several Yahoo platforms and properties already honor DNT signals, among them Right Media, Interclick, and some individual Yahoo properties. A DNT opt-out triggered through any of these channels is honored across the Yahoo network.

Yahoo has been early to adopt other self-regulatory efforts. Three years ago, it created an Ad Interest Manager, giving users transparency and control over their profiles for behavioral targeting and data collection. And it claims to have been the first to incorporate the AdChoices behavioral ad icon during 2010.

Stuart Ingis, counsel to the Digital Advertising Alliance, which oversees the AdChoices program, said in a statement, “We support the Yahoo! efforts announced today to meet the DAA commitment made at the White House in February… We look forward to the others in DAA honoring browser based choice as an additional means of honoring consumer choice in accordance with DAA Principles.”

Whitepapers

US Mobile Streaming Behavior

Whitepaper | Mobile US Mobile Streaming Behavior

4w
Winning the Data Game: Digital Analytics Tactics for Media Groups

Whitepaper | Actionable Analysis Winning the Data Game: Digital Analytics Tactics for Media Groups

4w
Giving a Voice to Your Brand

Whitepaper | AI Giving a Voice to Your Brand

1m
Mobile Messaging Masters

Whitepaper | Mobile Mobile Messaging Masters

1m

Related Articles

Consumers 'Resigned' to Giving Up Data, But Many Fear Consequences [Study]

Data-Driven Marketing Consumers 'Resigned' to Giving Up Data, But Many Fear Consequences [Study]

4y Emily Alford
Obama's Privacy Policy Might Be Bad for Marketers

Data-Driven Marketing Obama's Privacy Policy Might Be Bad for Marketers

4y Emily Alford
Facebook to Sell Web Browsing Data to Advertisers

Data-Driven Marketing Facebook to Sell Web Browsing Data to Advertisers

5y Carly Page
Marketers Poised to Benefit From Government Distrust After NSA Kerfuffle

Data-Driven Marketing Marketers Poised to Benefit From Government Distrust After NSA Kerfuffle

5y Liva Judic
For Whom The Bell Really Tolls? NSA Docs Show Google Cookies Used for Data Spying

Analytics For Whom The Bell Really Tolls? NSA Docs Show Google Cookies Used for Data Spying

5y Liva Judic
Exclusive NY Event Helped Digital Advertisers Meet Mitch McConnell

Data-Driven Marketing Exclusive NY Event Helped Digital Advertisers Meet Mitch McConnell

6y Kate Kaye
Note to FTC: Google Satisfies Information Needs Way More Than Shopping Needs

Data-Driven Marketing Note to FTC: Google Satisfies Information Needs Way More Than Shopping Needs

7y Mike Grehan
FTC Finalizes Settlement With Facebook

Data-Driven Marketing FTC Finalizes Settlement With Facebook

7y Madeline Bennett