Popular open source browser maker Mozilla recently released a field guide aimed at advertisers that outlines Do Not Track functionality. The guide is reported by Computer World as including tutorials, case studies, guidelines, and sample code to “inspire developers, publishers, and advertisers to adopt DNT.”
Mozilla’s Firefox browser supports the popular Do Not Track add-on.
Mozilla indicated that approximately 22,500,000 users are currently employing the Do Not Track add-on. Further, there are currently more users who use Do Not Track than there are people using AdBlock Plus.
While the field guide is a good start, the real issue for consumers lies in whether or not advertisers will take notice and allow consumers to opt out of their tracking mechanisms. In the end, advertisers will need to implement some form of opt-out procedure (or better yet, an opt-in mechanism) lest they lose any revenue because users completely block out their advertisements. Currently; however, there is a cultural battle between advertisers and consumer privacy advocates, and it remains to be seen which will win out. Where do you stand on the issue; should advertisers be allowed to collect tracking data?