Mozilla CEO: Firefox Faced Advertiser Backlash Over "Do Not Track" Feature

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Fast Company, 3/16/11

In January, Mozilla announced plans to add a “Do Not Track” feature to Firefox, a tool that would allow users to opt out from having advertisers and other sites track their web-surfing habits. As Mozilla has readily admitted, the feature is far from perfect: Backwardly, tracking companies would actually have to agree not to monitor a user’s browsing patterns, even once he or she opts out.

However, according to Mozilla CEO Gary Kovacs, that hasn’t stopped the feature from ruffling the feathers of advertisers, who, despite serious public concerns over privacy, depend on personal user data to boost the value of their ads.

At a meeting with ad executives after introducing “Do Not Track,” Kovacs says reaction to the feature was wholly negative.

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