{"id":891,"date":"2011-03-30T14:52:56","date_gmt":"2011-03-30T21:52:56","guid":{"rendered":"http:\/\/blog.mozilla.org\/privacy\/?p=16"},"modified":"2016-01-19T14:23:22","modified_gmt":"2016-01-19T22:23:22","slug":"industry-adoption-of-dnt-underway","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/netpolicy\/2011\/03\/30\/industry-adoption-of-dnt-underway\/","title":{"rendered":"Industry Adoption of DNT Underway"},"content":{"rendered":"<blockquote><p><em>Mozilla&#8217;s Do Not Track privacy feature in Firefox provides users more control over online behavioral tracking. Two developments bring it closer to being respected by industry.<br \/>\n<\/em><\/p><\/blockquote>\n<p><a href=\"http:\/\/firstpersoncookie.files.wordpress.com\/2011\/03\/droplet.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignright\" title=\"droplet\" src=\"http:\/\/firstpersoncookie.files.wordpress.com\/2011\/03\/droplet.png?w=300\" alt=\"\" width=\"270\" height=\"220\" \/><\/a>Mozilla is a nonprofit organization committed to making the Web better and putting users in control of their Web experience. As part of this mission, we\u2019re developing and implementing technologies that give people easy and effective privacy controls.<\/p>\n<p>Mozilla introduced the Do Not Track (DNT) HTTP header approach in January and launched the\u00a0feature in Firefox 4. We\u2019ve worked closely with more than fifty\u00a0leading companies and trade groups to help devise ways to\u00a0implement DNT and offer users more control over how their browsing behavior is tracked and used online. Mozilla is working with the W3C and IETF organizations to standardize the DNT header, and we were pleased to see Microsoft subsequently <a href=\"http:\/\/blogs.msdn.com\/b\/ie\/archive\/2011\/03\/14\/web-tracking-protection-minimum-standards-and-opportunities-to-innovate.aspx\" target=\"_blank\">include<\/a> the mechanism in Internet Explorer 9.<\/p>\n<p>To provide users more choice and control over online behavioral tracking, it&#8217;s essential that publishers and advertisers adopt and\u00a0implement Web technologies that respect consumers&#8217; wishes to not be tracked across their Web properties and services.<\/p>\n<p>Today there are two significant developments on this front:<\/p>\n<ul>\n<li>The <a href=\"http:\/\/marketing.apnewsregistry.com\/\" target=\"_blank\">AP News Registry<\/a> service, run by the Associated Press, implemented the DNT header across 800 news sites\u00a0servicing 175 million unique visitors each month.<\/li>\n<li>The <a href=\"http:\/\/www.aboutads.info\" target=\"_blank\">Digital Advertising Alliance<\/a> (DAA), which includes the five major media and advertising agencies, is initiating a process to explore incorporating the\u00a0DNT header, as proposed by Mozilla, into its <a href=\"http:\/\/www.aboutads.info\/principles\" target=\"_blank\">Self-Regulatory Program for Online Behavioral Advertising<\/a> (OBA). The DAA represents more than 5,000 leading media and\u00a0technology companies that span the entire marketing-media ecosystem.<\/li>\n<\/ul>\n<p>The\u00a0Associated Press (AP) is the first company to deploy DNT on a large scale, and it only took a few hours for one engineer to implement. The AP News Registry tracks 1 billion impressions of news content, with 175 million unique\u00a0visitors per month, and has membership with more than 800 sites.\u00a0When consumers send a DNT preference via the browser while viewing a story at one of its publisher&#8217;s sites, the AP News Registry no\u00a0longer sets any cookies. The previous solution was for users to opt-out via a link to a central opt-out page referenced in each participating news site&#8217;s privacy policy. They still count the total number of impressions for each news story, but\u00a0aggregate consumer data for those with DNT in a non-identifiable\u00a0way.<\/p>\n<p>Since Mozilla issued the DNT proposal in late January, we have been engaged in productive and fruitful discussions on DNT with stakeholders across the industry, including the major ad groups and publishers. The turning point in the discussion came a few weeks ago, following a <a href=\"http:\/\/www.ftc.gov\/speeches\/vladeck\/110308forasspeech.pdf\" target=\"_blank\">presentation<\/a> from the FTC and ensuing <a href=\"http:\/\/www.iab.net\/public_policy\/1617651\" target=\"_blank\">industry call<\/a> to discuss melding\u00a0browser-based DNT implementations with self-regulation. Just last week, the leaders of the five groups that make up the DAA approved moving forward with determining how to include the header into its existing program. As a result, Mozilla will collaborate with the DAA and other stakeholders to explore both business and technical requirements to further support broad implementation of the DNT header.<\/p>\n<p>Over the last eight weeks we&#8217;ve heard that the DNT header wasn&#8217;t technically feasible, that it would break the web, and that no one would sign up to respect the header. It&#8217;s too early to claim victory, as there are many challenges and details yet to be to addressed, but the current momentum and support for DNT, including real-world implementations like the AP&#8217;s, certainly suggest that these criticisms may have been too hasty.<\/p>\n<p>We&#8217;ll continue working with our users, online advertisers,\u00a0publishers, developers, consumer groups and policy makers to flesh out DNT\u00a0implementations and ensure DNT evolves into a meaningful tool for enhancing consumer privacy online. We\u00a0believe the HTTP header is a constructive approach and one of the many areas we\u2019re exploring to put users in control of their Web\u00a0experience.<\/p>\n<p>Alex Fowler<br \/>\n[<a href=\"http:\/\/firstpersoncookie.wordpress.com\/2011\/03\/30\/industry-adoption-of-dnt-underway\/\" target=\"_blank\">Reposted<\/a>]<\/p>\n<p>Note: This post is modified from the original one <a href=\"http:\/\/blog.mozilla.org\/blog\/2011\/03\/30\/advertisers-and-publishers-adopt-and-implement-do-not-track\/\" target=\"_blank\">published<\/a> on the Mozilla blog.<br \/>\nPhoto Credit: <a href=\"http:\/\/www.flickr.com\/photos\/ollil\/3194773124\/\" target=\"_blank\">OlliL<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mozilla&#8217;s Do Not Track privacy feature in Firefox provides users more control over online behavioral tracking. Two developments bring it closer to being respected by industry. Mozilla is a nonprofit &hellip; <a class=\"go\" href=\"https:\/\/blog.mozilla.org\/netpolicy\/2011\/03\/30\/industry-adoption-of-dnt-underway\/\">Read more<\/a><\/p>\n","protected":false},"author":267,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4503,847],"tags":[],"coauthors":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Industry Adoption of DNT Underway - Open Policy &amp; Advocacy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.mozilla.org\/netpolicy\/2011\/03\/30\/industry-adoption-of-dnt-underway\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alex Fowler\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.mozilla.org\/netpolicy\/2011\/03\/30\/industry-adoption-of-dnt-underway\/\",\"url\":\"https:\/\/blog.mozilla.org\/netpolicy\/2011\/03\/30\/industry-adoption-of-dnt-underway\/\",\"name\":\"Industry Adoption of DNT Underway - Open Policy &amp; 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