The "Do Not Track" project has gained broad support. The specification, which is incorporated into browser and websites, allows a user to opt out of behavioral advertising by sending an HTTP header to a website informing the site the user does not want to be watched. It is envisioned that all websites would honor those requests and not track users.
Mozilla's latest Firefox 4 browser supports the do-not-track mechanism. Microsoft's Internet Explorer 9 browser has what it calls "Tracking Protection," which allows users to import third-party lists of domains whose tracking advertising technologies will be blocked.
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