The release gave few details about the new tool, saying that it will be accessible by the early summer, and that it will “provide a simple step for consumers to express their ad targeting preferences on web” to Yahoo. The implementation of “do not track” tool has been a hot topic of discussion recently. Both the White House and the Federal Trade Commission USA say they want to work with the advertising Market to implement voluntary options for consumers to decide whether or not to participate in third-party data collection for advertising purposes. Some lawmakers have proposed legislation that would mandate the addition of a “do not track” yahoo tool for online advertising, but critics have said that the government should be careful about requiring the tool when some companies are already taking steps voluntarily.
In February, when the White House USA released its report on privacy, Google INC confirmed that it will put a “do not track” yahoo tool button into its google Chrome browser, which is currently the fastest-growing browser on the market. Mozilla’s Firefox web browser also offers a yahoo “do not track” option, as do Microsoft’s Internet Explorer and Apple’s Safari browser. “Do not track” headers tell advertisers that have agreed to participate in the program that those Website surfers do not want to have third-party companies track their online activities. Not all advertisers have agreed to abide by those requests. FTC chairman Mr.JohnLeibowitz said in testimony before the House commerce committee Thursday that consumers “should have” control over which cookies are put on computers, which, he noted, “are personal property.”