Los Angeles – Web browser developers Mozilla and Google (NASD: GOOG) are
developing new features that allow consumers to opt-out of having their Web
surfing tracked for targeting ads to them while using Firefox or Chrome,
respectively, according to reports.
Mozilla has proposed a new privacy tool
that would require Web publishers to append a new HTTP header to their pages,
which Firefox could recognize and block tracking of users.
like many others in the space, relies on "cookies" to track users’
The company’s Keep My Opt-Outs add-on for its Chrome browser utilizes
a list of ad networks participating in an opt-out program instituted by the