The guys over at Geekwire have put together a research piece about Firefox 4’s “Do Not Track” feature detailing its features and its effectiveness. For those that don’t know about this feature, it allows you to prevent websites and ad networks from monitoring or tracking your online activities.
Technologically, there’s no way we can force the ad networks to respect this, because this isn’t actually a technological problem. This is a trust issue. This is a relationship between readers of a website, and the operators of that website, and the advertisers that website works with. And if they want to be unscrupulous, they can drive dump trucks of personal information back and forth in the middle of the night. You can’t stop that with a browser feature. What we wanted to do was start the conversation.