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DoubleClick, responding to public criticism, has begun a campaign to tell users how to opt out of tracking.
The senator introduced a bill in February that would direct the F.T.C. to create standards for Do Not Track mechanisms as well as develop rules that prohibit companies for collecting data about consumers who opt out of tracking.
The new IFA system can be reset so users can clear such a profile or opt out of tracking.
The DAA, which was created by the big advertising trade groups, agreed to run a voluntary effort through its AdChoices platform where online users could opt out of tracking.
Even without a standardized "Do Not Track" feature, the percentage of internet users who opt out of tracking is growing rapidly.
Advertisers argue that allowing surfers to opt out of tracking en masse would hobble the ad revenues that support most Web sites.
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DoubleClick allows people to "opt out" of being tracked by using a page on its own site, but if you've never heard of DoubleClick, how would you know to visit it?
Users should not be left guessing as to whether they've actually opted out of tracking.
An investigation by the Associated Press in August revealed Google had been recording customers' location information in Android phones, even if they had opted out of tracking.
The feature essentially tells websites that users have chosen to opt-out of tracking — and is now "easier to find in Firefox Preferences".
"DNT: 1" - The user opts out of third-party tracking.
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