Menlo Park, Calif.—Google Inc.'s Chrome Web browser has become the last major browser to add a do not track feature, enabling users to request that websites disable the kind of tracking used to customize behaviorally targeted ads.
According to Google's Chrome blog,
the effectiveness of the new do not track request “is dependent on how websites and services respond, so Google is working with others on a common way to respond to these requests in the future.”
Last month, the Interactive Advertising Bureau urged its members
to ignore the data-block function set by default in Microsoft's Internet Explorer browser. By contrast, the new Chrome do not track function is off by default and must be activated by users via their “advanced” settings under the Preferences tab.