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Yahoo! will implement Do Not Track DNT, the Universal web tracking opt out header technology, beginning this summer."> <meta property="og:title" content="Yahoo to launch Do Not Track feature"> <meta property="og:type" content="article"> <meta property="og:image" content="https://web.archive.org/web/20120501142321im_/http://media.dmnews.com/images/2012/01/04/scottthompson_0061_220687_220688.jpg"> <meta property="og:url" content="https://web.archive.org/web/20120501142321/http://www.dmnews.com/yahoo-to-launch-do-not-track-feature/article/234266/"> <meta property="og:site_name" content="Direct Marketing News"> <meta property="fb:app_id" content="108938799183737"> <meta property="og:description" content="Yahoo users will be able to opt out of thirdparty website tracking beginning this summer by implementing a Do Not Track DNT header feature, said Shane Wiley, VP of privacy and data governance at Yahoo."> <link rel="canonical" 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href="https://web-archive-org.translate.goog/web/20120501142321*/http://www.dmnews.com/yahoo-to-allow-browsers-to-opt-out-of-online-tracking/article/234266/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB" title="See a list of every capture for this URL">38 captures</a> <div class="r" title="Timespan for captures of this URL"> 31 Mar 2012 - 24 Oct 2023 </div> </div> <div class="k"><a href="https://web-archive-org.translate.goog/web/20120501142321/http://www.dmnews.com/yahoo-to-allow-browsers-to-opt-out-of-online-tracking/article/234266/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB" id="wm-graph-anchor"> <div id="wm-ipp-sparkline" title="Explore captures for this URL" style="position: relative"> <canvas id="wm-sparkline-canvas" width="725" height="27" border="0"></canvas> </div></a> </div> </div> </div> <div class="n"> <table> <tbody> <tr class="m"> <td class="b" nowrap><a href="https://web-archive-org.translate.goog/web/20120331193006/http://www.dmnews.com:80/yahoo-to-allow-browsers-to-opt-out-of-online-tracking/article/234266/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB" title="31 Mar 2012"><strong>Mar</strong></a></td> <td class="c" id="displayMonthEl" title="You are here: 14:23:21 May 01, 2012">MAY</td> <td class="f" nowrap><a href="https://web-archive-org.translate.goog/web/20121114072310/http://www.dmnews.com/yahoo-to-allow-browsers-to-opt-out-of-online-tracking/article/234266/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB" title="14 Nov 2012"><strong>Nov</strong></a></td> </tr> <tr class="d"> <td class="b" nowrap><a href="https://web-archive-org.translate.goog/web/20120404104133/http://www.dmnews.com:80/yahoo-to-allow-browsers-to-opt-out-of-online-tracking/article/234266/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB" title="10:41:33 Apr 04, 2012"><img src="/_static/images/toolbar/wm_tb_prv_on.png" alt="Previous capture" width="14" height="16" border="0"></a></td> <td class="c" id="displayDayEl" style="width:34px;font-size:22px;white-space:nowrap;" title="You are here: 14:23:21 May 01, 2012">01</td> <td class="f" nowrap><a href="https://web-archive-org.translate.goog/web/20121114072310/http://www.dmnews.com/yahoo-to-allow-browsers-to-opt-out-of-online-tracking/article/234266/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB" title="07:23:10 Nov 14, 2012"><img src="/_static/images/toolbar/wm_tb_nxt_on.png" alt="Next capture" width="14" height="16" border="0"></a></td> </tr> <tr class="y"> <td class="b" nowrap>2011</td> <td class="c" id="displayYearEl" title="You are here: 14:23:21 May 01, 2012">2012</td> <td class="f" nowrap><a href="https://web-archive-org.translate.goog/web/20131021181743/http://www.dmnews.com/yahoo-to-allow-browsers-to-opt-out-of-online-tracking/article/234266/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB" title="21 Oct 2013"><strong>2013</strong></a></td> </tr> </tbody> </table> </div> <div class="r" 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style="border-top:1px solid #777;display:none; overflow: hidden"> <div id="wm-capinfo-notice" source="api"></div> <div id="wm-capinfo-collected-by"> <div style="background-color:#666;color:#fff;font-weight:bold;text-align:center"> COLLECTED BY </div> <div style="padding:3px;position:relative" id="wm-collected-by-content"> <div style="display:inline-block;vertical-align:top;width:50%;"><span class="c-logo" style="background-image:url(https://archive.org/services/img/alexacrawls);"></span> Organization: <a style="color:#33f;" href="https://translate.google.com/website?sl=auto&tl=en&hl=en-GB&u=https://archive.org/details/alexacrawls" target="_new"><span class="wm-title">Alexa Crawls</span></a> <div style="max-height:75px;overflow:hidden;position:relative;"> <div style="position:absolute;top:0;left:0;width:100%;height:75px;background:linear-gradient(to bottom,rgba(255,255,255,0) 0%,rgba(255,255,255,0) 90%,rgba(255,255,255,255) 100%);"></div> Starting in 1996, <a href="https://translate.google.com/website?sl=auto&tl=en&hl=en-GB&u=http://www.alexa.com/">Alexa Internet</a> has been donating their crawl data to the Internet Archive. Flowing in every day, these data are added to the <a href="https://translate.google.com/website?sl=auto&tl=en&hl=en-GB&u=http://web.archive.org/">Wayback Machine</a> after an embargo period. </div> </div> <div style="display:inline-block;vertical-align:top;width:49%;"><span class="c-logo" style="background-image:url(https://archive.org/services/img/alexacrawls)"></span> <div> Collection: <a style="color:#33f;" href="https://translate.google.com/website?sl=auto&tl=en&hl=en-GB&u=https://archive.org/details/alexacrawls" target="_new"><span class="wm-title">Alexa Crawls</span></a> </div> <div style="max-height:75px;overflow:hidden;position:relative;"> <div style="position:absolute;top:0;left:0;width:100%;height:75px;background:linear-gradient(to bottom,rgba(255,255,255,0) 0%,rgba(255,255,255,0) 90%,rgba(255,255,255,255) 100%);"></div> Starting in 1996, <a href="https://translate.google.com/website?sl=auto&tl=en&hl=en-GB&u=http://www.alexa.com/">Alexa Internet</a> has been donating their crawl data to the Internet Archive. Flowing in every day, these data are added to the <a href="https://translate.google.com/website?sl=auto&tl=en&hl=en-GB&u=http://web.archive.org/">Wayback Machine</a> after an embargo period. </div> </div> </div> </div> <div id="wm-capinfo-timestamps"> <div style="background-color:#666;color:#fff;font-weight:bold;text-align:center" title="Timestamps for the elements of this page"> TIMESTAMPS </div> <div> <div id="wm-capresources" style="margin:0 5px 5px 5px;max-height:250px;overflow-y:scroll !important"></div> <div id="wm-capresources-loading" style="text-align:left;margin:0 20px 5px 5px;display:none"> <img src="/_static/images/loading.gif" alt="loading"> </div> </div> </div> </div> </div> </div> </div> <div id="wm-ipp-print"> The Wayback Machine - https://web.archive.org/web/20120501142321/http://www.dmnews.com:80/yahoo-to-allow-browsers-to-opt-out-of-online-tracking/article/234266/ </div> <script type="text/javascript">//<![CDATA[ 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s.tl(this,'o','article slider:digital');">Read More >></a> </div> <div class="clearFloat"></div> </div> </div> </div> </div> <div id="articleBody" class="articleBody"> <p><a href="https://web-archive-org.translate.goog/web/20120501142321/http://www.yahoo.com/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB">Yahoo</a> users will be able to opt out of third-party website tracking beginning this summer by implementing a “Do Not Track” (DNT) header feature, said Shane Wiley, VP of privacy and data governance at Yahoo.</p> <p>The implementation of DNT will be site-wide and will include Yahoo's digital ad exchange <a href="https://web-archive-org.translate.goog/web/20120501142321/http://rightmedia.com/index?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB">Right Media</a> as well as its digital advertising technology and services company <a href="https://web-archive-org.translate.goog/web/20120501142321/http://www.interclick.com/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB">interclick</a>, the company said in a statement.</p> <p>Yahoo has been working on implementing the program since last year and is in accordance with the <a href="https://web-archive-org.translate.goog/web/20120501142321/http://www.aboutads.info/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB">Digital Advertising Alliance's</a> (DAA) <a href="https://web-archive-org.translate.goog/web/20120501142321/http://www.dmnews.com/daa-debuts-consumer-education-campaign-for-online-behavioral-advertising/article/224101/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB">principles</a> around online behavioral advertising, the company added.</p> <p>When users click on Yahoo's DNT header, the solution is designed to ensure the user will not receive ads and content based on the browser's activity, said Wiley. Additionally, when the DNT header is activated, Yahoo will no longer create a profile around that browser. Yahoo will however continue to collect data for operational reasons, such as fighting fraud, site security and improving services, Wiley said.</p> <p>“We also believe consumers expect us to use market and product research to innovate in ways they may not be able to fathom today,” Wiley said. “This demands we collect data, but use it in a responsible way even as we come up with new ideas to bring improvements and value to our users.”</p> <p>The introduction of the DNT header is not the first time Yahoo has adopted privacy mechanisms including Microsoft's <a href="https://web-archive-org.translate.goog/web/20120501142321/http://choice.live.com/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB">AdChoices</a> in 2010 and <a href="https://web-archive-org.translate.goog/web/20120501142321/http://info.yahoo.com/privacy/us/yahoo/opt_out/targeting/?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB">Ad Interest Manager</a> in 2009.</p> <p>“Implementing DNT on our network shows that commitments to self-regulation make a difference and are progressing in the marketplace,” said Wiley. “It is only a few weeks since the DAA and several companies pledged to honor DNT signals at a White House <a href="https://web-archive-org.translate.goog/web/20120501142321/http://www.whitehouse.gov/the-press-office/2012/02/23/we-can-t-wait-obama-administration-unveils-blueprint-privacy-bill-rights?_x_tr_sl=auto&_x_tr_tl=en&_x_tr_hl=en-GB">sponsored</a> event.”  </p> </div> <div class="clearFloat">   </div> </div> <div class="articleToolsBottom"><fb:like href="https://translate.google.com/website?sl=auto&tl=en&hl=en-GB&u=http://www.dmnews.com/yahoo-to-launch-do-not-track-feature/article/234266/" show_faces="false"></fb:like> </div> <script language="JavaScript"> google_ad_client = 'ca-haymarketgroup'; google_ad_channel = 'dmnews_us'; google_ad_output = 'js'; google_max_num_ads = '3'; google_ad_type = 'text'; google_language = 'en'; google_encoding = 'utf8'; google_feedback = 'on'; google_safe = 'high'; 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