Google's solution is an extension for its Chrome web browser that lets users proactively block certain advertisers from serving them behavioral ads. Mozilla's approach would bundle a "do not track" feature with its browser, but require websites and ad networks to agree to recognize such requests from Firefox users.
Microsoft has previously announced its own plans for letting users opt out of such ads as well. Those moves, plus any additional FTC rules, are going to limit the extent to which targeted ads can be delivered.
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