DNT: 1 Mozilla’s Do Not Track Mechanism Alex Fowler, Global Privacy & Public Policy Leader, Mozilla W3C Web & User Privacy Tracking Workshop April 28, 2011
Shape Market via Code & User Adoption Problem Goals • People unaware or concerned that • Respond to public calls for DNT their online behavior is tracked and mechanism – initial focus on OBA corresponding data collected, • Drive industry shift through shared/sold and used without implementation and user adoption choice and control • Enable user to state preference not to be tracked to all parties • Leave room for broad interpretation and application of mechanism • Refine policies, mechanism and improve user experience 04/2011 | Page 2
DNT Approaches Considered Browser-Based Cookie Blocking Browser-Based Double-Key Request, or Third-Party Header, Blocking Cookies Per-Company Online Opt-Out Cookies A Do-Not-Track Behavioral and an Opt-Out Header Advertising Registry 04/2011 | Page 3
Server Side Responses Publishers/Sites Ad/Data Companies • Select ad networks that honor • Treat presence of header like DNT header opt-out cookie • Optionally reduce on-site • Leverage respect for privacy tracking with presence of as advantage to publishers header • Further demonstrate • Update privacy messaging commitment to self-regulation and privacy policies and user choice and control • Consider other server-side by integrating with enhanced innovations / responses notification program 04/2011 | Page 4
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Range of DNT Indicators OBA Examples: Static Badges Tracking First party sites and third party Opt Out companies have opportunity to Tracking Off signal users with DNT enabled to enhance trust and transparency. Tracking See http://dnt.mozilla.org … Free Site Widget: General Tracking Notice Widget: Opted Out Tracking Notice Widget says, “ here ’ s our tracking policy ” Widget says, “ we no longer track you for … ” Tracking & Privacy Tracking Opt-Outs Tracking on this site: We Don ’ t Track You For: ¨ Web analytics ¨ Web analytics Like you, we take your privacy We take your privacy seriously. ¨ Fraud detection ¨ Fraud detection Tracking Notice Tracking Notice seriously. ¨ Advertising ¨ Advertising We ’ ve opted you out of some online ¨ Content usage ¨ Content usage You’re seeing this because you’ve tracking, as indicated here. Other þ Site performance þ Site performance enabled DNT in your browser. tracking is done in non-identifiable Tracking by 3 rd Parties: ways. Tracking by 3 rd Parties: We do track people who come to our þ Web analytics þ Web analytics web sites and use our products and You ’ re seeing this because you ’ ve ¨ Fraud detection ¨ Fraud detection services, as highlighted here. enabled DNT in your browser. þ Advertising þ Advertising þ Content usage þ Content usage For more information, please read ¨ Site performance For more information, please read ¨ Site performance our Privacy Policy. our Privacy Policy. 04/2011 | Page 8
Thank You. We welcome the opportunity to work with you on DNT and other initiatives to improve privacy online. Alex Fowler 415 309 3712 afowler@mozilla.com 04/2011 | Page 9
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