Tech Firms Oppose 'Do Not Track' Technology

After nearly two years of negotiations over how to put in effect a standardized “Do Not Track” mechanism for online users, Apple, Microsoft and Mozilla, along with some consumer and privacy groups, have lined up against the online advertising industry. The parties have been wrangling over how to provide a uniform option, called Do Not Track, that would allow individuals to opt out of having information about their online actions collected, retained and analyzed for purposes – like ads tailored to user behavior – not directly related to their activities.