Mozilla Labs is researching a new approach to the problem of privacy and targeted advertising: allow the user to provide the data that honest advertisers intend to acquire via tracking behavior. The hope is that users who manage their own privacy will not have companies try to do it for them.
Internet users are growing concerned about how they are tracked and monitored online. Crowds rally behind initiatives, such as Do Not Track (DNT) and neutering the NSA, because of an assumed promise of privacy even if it is just superficial.
DNT, for instance, is a web developer tool permitting honest sites to be less shy when considering features which make privacy advocates poop themselves and go to competing pages. Users, who were not the intended audience of this feature, threw a fit because it failed to satisfy their privacy concerns. Internet Explorer, which is otherwise becoming a great browser, decided to break the standard by not providing the default, "user has not specified", value.
Of course, all this does is hands honest web developers a broken tool; immoral and arrogantly amoral sites will track anyway.
Mozilla Labs is currently investigating another solution. We could, potentially, at some point, see an addition to Firefox which distills all of the information honest websites would like to know into a summary which users could selectively share. This, much like DNT, will not prevent companies or other organizations from tracking you but rather give most legitimate situations a fittingly legitimate alternative.
All of this data, such as history and geolocation, is already stored by browsers as a result of how they operate. This concept allows users to release some of this information to the sites they visit and, ideally, satisfy both parties. Maybe then, those who actually are malicious, cannot shrug off their actions as a common industry requirement.