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Yahoo! Begins Global Support for Do Not Track (DNT)

With the Federal Trade Commission, and U.S. Commerce Department officially throwing their weight behind “Do Not Track,” big ad sellers are obliged to get serious about honoring Do Not Track requests. Among the first to do so is Yahoo!, which has begun rolling out global support for the Do Not Track, and expects to complete the process by early summer.

“Yahoo’s DNT solution has been in development since last year and is implemented in-line with Digital Advertising Alliance’s (DAA) principles which provide guidelines for the appropriate use of online behavioral advertising (also called “interest-based” advertising) and multi-site data – AND – our proposal to the World Wide Web Consortium (W3C), the international standards body that manages many of the technical elements of the Internet. Of course, we will continue to follow further DNT-related developments in the U.S., Europe, and elsewhere very closely,” Yahoo stated.

How it work? If you’re using a most recent web browser (Chrome, Safari, Firefox and IE support DNT) and set up /activate DNT feature, and visit a website, a DNT signal is sent to Yahoo servers where Yahoo! collects data. Once your opt-out is set, this will apply to all your interactions with Yahoo! going forward.

“When our servers receive the DNT signal, this activates our existing opt-out process. With DNT turned on, Yahoo! will no longer score your activities for advertising or content interests and no longer personalize your ads and content based on those interest scores,” Shane Wiley, VP, Privacy & Data Governance, Yahoo! wrote in a March 29 blog post.

Several of our advertising platforms (Right Media and interclick) and properties already support the DNT standard – with more adding support every week.

In other Yahoo news, speaking at the Adobe Digital Marketing Summit last week — Yahoo! Chief Product Officer, Blake Irving, spoke about “the next Web” — “I see a future where deeply personal digital experiences are easy to discover, delightful to consume, and effortless to share,” he says.

“If done right, it will transform the way people use the Web. When I say ‘deep personalization,’ I don’t just mean some preference controls; I mean content that is so timely, relevant and personal that it actually adds meaning to your life.”

While he doesn’t actually talk about it in the post, Yahoo! recently revealed a new personalization engine for delivering its content to users, called Content Optimization and Relevance Engine or C.O.R.E.

“Every hour C.O.R.E. processes 1.2 terrabytes of data in order to learn how a user’s behaviors and interests influence the likelihood of clicking on a specific article,” the Yahoo! spokesperson said last month. “And, every day, C.O.R.E. personalizes 2.2 billion pieces of content for Yahoo! users.”

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