Mozilla and Google have introduced new privacy feature on their Firefox and Chrome browsers. This new feature will prevent third party advertisers from tracking internet users. The new addition in the old set of privacy features of these two browsers aim to give their users greater control over the information they divulge online. Though both are similar in concept, they operate in different ways.
Mozilla’s system works by sending advertisers with a ‘Do Not Track HTTP Header’ whenever the ‘Do Not Track’ feature is enabled. The third party service who receives this header are informed that the user doesn’t want to participate in user-specific campaigns. As a result, users will get generic ads which does not employ user targeting. The catch with Mozilla’s mechanism will fully rely on the cooperation of third-party’s design for user-targeted ads.
On the other hand, Google has introduced to Google Chrome a new plugin called ‘Keep My Opt-Outs’. This new plugin allows users to permanently deny any online tracking conducted by third-party companies that offer self-regulated opt-out services. The plugin will remember your settings for services with an opt-out option and it won’t be relying on the cookies stored by such third-party service providers. The same with Mozilla, once the user opts-out for a certain third-party ad provider from collecting user information, the user will only see generic and non-targeted ads.
The addition of these features to Firefox and Chrome came after FTC publicly announced it’s advocacy on the creation of an online ‘Do Not Track’ list that aims to protect consumers from online advertisers.