A new feature in Firefox 4 is support for something called a DNT header. Activate it in your browser preferences and Firefox will tell servers that you do not want to accept any tracking cookies.
This is a big deal for lots of people, both those who have privacy concerns and advertisers who’d like to allay those concerns, plop a cookie on your browser, track you as you go about your business and serve up behavioral ads based on that business.
Publishers like tracking because it helps them know who their visitors are which, in turn, lets them work with marketers and advertisers to deliver high valued, premium ads.
All of which makes it all the more remarkable that the Associated Press is endorsing DNT headers.
Mozilla announced today that the AP News Registry has implemented support for the DNT header across 800 news sites, which see more than 175 million unique visitors every month. That’s a huge shot in the arm for Do Not Track, which was previously a great idea, but one with little real-world application.
Starting today, provided you turn on the DNT preference in Firefox 4, the AP News Registry will no longer set any cookies.