Yahoo! launches 'Do Not Track' solution to simplify ad targeting preferences

Washington : Yahoo! has announced the implementation of a Do Not Track (DNT) header solution that will be accessible across Yahoo!’s global network by early summer. Yahoo!’s DNT header solution has been in development since last year and is in accordance with the Digital Advertising Alliance’s (DAA) principles. This site-wide DNT mechanism (to include Yahoo! owned Right Media and interclick) will provide a simple step for consumers to express their ad targeting preferences to Yahoo!.

Yahoo! has been a leader in the DNT discussion and has a proven history of providing enhanced transparency and heightened control to its users. This implementation continues our leadership in user privacy where Yahoo! was among the first to launch an Ad Interest Manager three years ago and the industry AdChoices Icon program two years ago. With this new feature, Yahoo! continues its leadership in privacy innovation while continuing to create the free online services consumers demand that are made possible through advertising.

We applaud Chairman Bono Mack for her leadership and thoughtful approach to online privacy issues and her foresight to call a hearing on this issue today. Yahoo! looks forward to continuing the dialogue with policymakers to discuss commonsense solutions that protect user privacy while maintaining the free Internet model. As an innovator in the online space, Yahoo! will continue to be at the forefront of industry best practices and self-regulatory initiatives. It is the best and quickest way to introduce protections into the marketplace without sacrificing innovation and value creation for consumers.

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