That message, an HTTP (hypertext transfer protocol) header accompanying a request to display a webpage, avoids the awkward paradox that to store a visitor’s preference not to be tracked by cookies, sites had to store a cookie containing that preference, and provides a consistent way to store and indicate such preferences across all websites that respect the do-not-track header.
Support for the do-not-track header has been in the works since last year, Yahoo said. All Yahoo sites will respect the header, including those of Right Media and Interclick, two Yahoo subsidiaries specializing in behavioral or data-driven advertising, the company said.
In a statement announcing its plans for allowing visitors to opt out of tracking, Yahoo maintained that allowing advertisers to regulate themselves was the best and quickest way to introduce protections to the market place without sacrificing innovation or value creation.
Yahoo said its do-not-track system meets the recommendations of the Digital Advertising Alliance (DAA), an industry body uniting many advertisers and online advertising networks.