Yahoo yesterday announced that it will no longer adhere to Do Not Track browser signals, further compromising the effectiveness of the setting in the online ecosystem.
“As of today, web browser Do Not Track settings will no longer be enabled on Yahoo. As the first major tech company to implement Do Not Track, we’ve been at the heart of conversations surrounding how to develop the most user-friendly standard. However, we have yet to see a single standard emerge that is effective, easy to use and has been adopted by the broader tech industry.”
The change is framed as a move toward better personalization: “We fundamentally believe the best web is a personalized one,” and users are instead given the option to “tailor their online experience through the variety of privacy tools” offered within the Yahoo platform.
To learn more about the move and what it means for the Do Not Track initiative, see the full coverage on Marketing Land.