New Microsoft Tool Blocks Behavioral Advertising

MediaPost, 2/10/11

Moving forward with its own version of do-not-track, Microsoft today is releasing a new privacy feature in IE9 aimed at allowing users to block ads served by behavioral-targeting companies.

The browser’s new tracking protection function allows users to create lists of servers to block or allow. When ad networks (and other companies) appear on users’ blacklists, IE9 will prevent those entities from appearing as third parties on publishers’ sites. The tracking protection feature only blocks third parties, meaning that the browser will not prevent publishers from serving their own ads, but could prevent ads powered by an outside company from appearing.

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