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Advertisers and Publishers Adopt and Implement Do Not Track

Mozilla has announced that the Associated Press has become the first organization to adopt the "Do Not Track" http header introduced by Firefox 4. With the integration of the DNT into Firefox, users can now check a “Do Not Track” box in the “Advanced” screen of Firefox “Options” (PC) or “Preferences” (Mac). When DNT is enabled, a signal sent via an HTTP header tells websites and third parties that the user wishes to opt-out of online behavioral tracking.

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blog.mozilla.com
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