Mozilla’s Do Not Track header gaining ad industry support

“One of the new features that Mozilla introduced in Firefox 4 is
a Do Not Track (DNT) setting. When the user enables the DNT option
in the browser’s preference dialog, Firefox will transmit a custom
header in HTTP requests that will inform servers that the user
wants to opt out of Internet tracking. The concept has obvious
merit because it provides a simpler, more predictable, and more
consistent approach than the cookie-based mechanisms that are
currently used today to signify opt-out status.

“The downside of Mozilla’s system is that it would be completely
ineffective without buy-in from the major advertisers. Despite the
fact that it wouldn’t actually do very much, Mozilla offered the
setting in Firefox 4 with the hope that it would help build
momentum for the superior opt-out mechanism. Its decision to do so
seems to have been vindicated. In an announcement, Mozilla revealed
that the DNT header is starting to gain high-profile
supporters.”

Complete Story