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Major media outlets are reporting on plans by Google and Mozilla to offer do-not-track options for their users. Google has announced its new "Keep My Opt-Outs" tool, which enables users of its Chrome Web browser to permanently opt out of online tracking, while Mozilla's new opt-out tool for its Firefox browser provides users with more understanding and control of how their personal information is being used by advertisers. A Federal Trade Commission spokeswoman discussed efforts by Mozilla, Microsoft and Google to provide do-not-track options. Meanwhile, MediaPost News reports that while the FTC is cheering such plans, "whether ad networks and online marketers will follow those preferences is far from clear."
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