Google announced today the availability of a browser add-on for Chrome that will make it easier for users to opt out of the behavioral tracking that Internet advertising companies use to improve ad targeting. The add-on relies on a standardized cookie-based opt-out system that is supported by a growing number of companies, including the 15 largest advertising networks.
Mozilla has also announced its own effort to facilitate user opt-out of Internet tracking. Dissatisfied with the technical inelegance of Google's approach, Mozilla has proposed a simpler and more robust method that would involve using browser headers rather than cookies. Although it's a better long-term solution, Mozilla will have to get buy-in from the advertising companies before it will actually work.
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