Yahoo! puts snoopers off the track

YAHOO   ONLINE   PRIVACY

Global - Yahoo! has put its users in control of their online privacy with a Do Not Track (DNT) solution, marring online behavioural targeting and contextual ads upon user's request.

Aiming to enhance transparency and increase control to users, the DNT mechanism allows consumers to put their preferences in ad targeting across with a simple step. User's preferences for online behavioral tracking will be implemented in Yahoo! owned Right Media and interclick.

Yahoo! said in a release its DNT solution is in line with the principle issued by the Digital Advertising Alliance.

The company said they see privacy innovation as their bottom-line and "looks forward to continuing the dialogue with policymakers to discuss commonsense solutions that protect user privacy while maintaining the free Internet model."

Regardless its effectiveness, behavioural targeting and contextual ad placement have been a controversy that put some marketers into hot soup as users are more aware of their privacy online lately.

According to Los Angeles Times, users are bringing lawsuits to the federal courts against Google's recent private policy that shares data across all Google platforms in California and New York.

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