[Retargeting] Mozilla inaugurates “Do not Track” setting on mobile
Within the framework of Mobile World Congress, Mozilla has just announced the implementation for the first time on mobile of a “Do not Track” device. The idea is to follow the uses of Internet users who will connect, in the future, more from their mobile than from their computer.
The “Do not Track” system, which in French means “Do not track me”, allows users who request it to no longer be subject to advertising targeting, by removing navigation tracking. The option can be activated by checking a box in the preferences of some browsers. However, as recalled an article from Liberation the fact of checking this box has no binding value: “The Do not Track approach is therefore reminiscent of these No Ads stickers, thank you! that one sticks on his mailbox: the carriers of leaflets do not have to obey it, but they distribute their papers (or do not distribute them) knowingly. “
Suggested at the end of 2010 in a report by the American Federal Trade Commission, this device was adopted to the first time in March 2011 by Mozilla. Today, an option allowing this setting is also available in several web browsers including Opera, Internet Explorer and Safari.
Google which until then refused to integrate such a function announced, for its part,
two days ago, the addition by the end of 2012 of a Do Not Track system in the next versions of Chrome. This announcement thus acts as a real shift for Google, the major part of whose income comes from advertising targeting.
Microsoft and Yahoo have also made the same declaration and thus join the self-regulation movement, supported by the Digital Advertising Alliance. Indeed, the organization, which represents 90% of the targeted advertisements disseminated on the Internet, has recently committed to no longer target, for advertising purposes, Internet users who request it.
Along with this commitment on mobile, Mozilla has issued the possibility of establishing 3 modes linked to this device: “Do not Track” / “No preference” / “Allow Tracking”. Details of these three options are currently being worked out and more information will be revealed at a privacy and mobile conference next Thursday.
The company finally took advantage of the Mobile Word Congress to unveil its mobile OS. Baptized Boot2Gecko, the operating system should be marketed by the second quarter of 2012. The global event was also an opportunity for the foundation to inaugurate its application gallery: Mozilla Marketplace.