Yahoo! is not going to comply with Do Not Track signals

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Yahoo! announced earlier this week that it will no longer comply with Do Not Track signals that web browsers send on behalf of users who wish to not be monitored for advertising purposes. When users click the Do Not Track setting in their browser, an HTTP header is sent to to websites to say the user’s preference is not to be tracked.

“As of today, web browser Do Not Track settings will no longer be enabled on Yahoo,” said Yahoo! in a blog post. “As the first major tech company to implement Do Not Track, we’ve been at the heart of conversations surrounding how to develop the most user-friendly standard. However, we have yet to see a single standard emerge that is effective, easy to use and has been adopted by the broader tech industry.”

Yahoo! also refused to honor Do Not Track signals from Internet Explorer 10 in late 2012 because Microsoft turned it on by default instead of asking users to make the choice. Yahoo! said that users can tailor their online experience through the variety of privacy tools within their own platform, which is “accessible via our Yahoo Privacy Center.”

Yahoo!’s competitors are not adhering to the Do Not Track standards. And Yahoo!’s display ad revenue is dropping. Yahoo! reported display revenue hit $553 million in Q4, which is a 6% decline from the previous year.

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