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Mozilla yesterday announced on its Labs blog it has begun testing a new personalized browsing experience with Firefox, whereby users choose with which Web sites to share which PII in exchange for personalized content. Elsewhere, the company explained how this fits with its philosophy of “Personalization with Respect.” However, while TechCrunch noted this is still just in the testing stages, AdWeek called the announcement “ironic” in light of the company’s Do Not Track stance, and lined up advertising representatives to say worse: "So the takeaway is that it's OK for Mozilla to track, but not third parties?" asked Alan Chapell, CIPP/US, of Chapell & Associates, co-chair of the Mobile Marketing Association's privacy committee.
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