From Ars Technica:
Yahoo yesterday announced that it will stop complying with Do Not Track signals that Web browsers send on behalf of users who wish to not be monitored for advertising purposes.
“As of today, web browser Do Not Track settings will no longer be enabled on Yahoo,” a company blog said. “As the first major tech company to implement Do Not Track, we’ve been at the heart of conversations surrounding how to develop the most user-friendly standard. However, we have yet to see a single standard emerge that is effective, easy to use and has been adopted by the broader tech industry.”
The Do Not Track initiative works by trying to get advertising companies to promise they won’t use use the data they have for advertising… which is exactly what their business model is. Yahoo’s move isn’t a surprise at all, and they’re just doing what Google has been doing.
The only way to try to protect your privacy online is to do it yourself. Install Adblock and Ghostery at the very least. NoScript is another way, but it’s a much more extreme one. The onus is on the user, more than ever, to take privacy into their own hands.