Yahoo announced last week that the company will stop honoring "Do Not Track" requests made by a user's browser. “As of today, web browser Do Not Track settings will no longer be enabled on Yahoo”, the firm said in a blog post.
When a user activates the DNT option, an HTTP header is sent to websites indicating that the user doesn't want their online behavior to be monitored. This is more of a request from the browser to the web site than an order.
The company said it is yet to see a single privacy standard that is effective, easy to use and has been adopted by the broader tech industry. This, along with a desire for personalized experiences, prompted the company to change its policy.
This isn't the first time Yahoo has come out openly against DNT. Back in 2012, the company refused to honor DNT requests from Internet Explorer 10 because Microsoft decided to turn on the option by default, rather than asking users to make the choice.
Yahoo points out that users can still manage their privacy on its website by using a variety of tools available to them in the Yahoo Privacy Center. You can click on the Opt Out button to disable what Yahoo calls "interest-based advertising". However, that not only requires you to accept cookies into your browser, but also to be logged into Yahoo, across every computer you own.
Yahoo isn't the only company that has distanced itself from DNT, according to a Google Do Not Track page, most web services, including Google's, do not alter their behavior upon receiving DNT requests. Currently, there is only a small number of companies that honor DNT, although some big names like Twitter and Pinterest are part of the list.