Google releases behavioural advertising opt-out extension

ADVERTISING BROKER Google has announced an extension for its Chrome web browser that allows users to permanently opt-out of behavioural advertising tracking schemes.

Google's "Keep My Opt-Outs" extension offers persistent cookie management preferences, meaning users' advertising preferences will be retained even when cookies are cleared in the browser. The extension works alongside previous efforts by Google in cookie management that include controls for both browsers and plug-ins such as Adobe's Flash Player.

Yesterday browser developer Mozilla announced that it is working on software to opt-out of behavioural advertising that will give users the ability to anonymise HTTP headers. Google claims it has been working on this issue for almost two years and that it has made progress with the 15 largest advertising networks all offering opt-out schemes.

Google warns that by installing an opt-out extension it is likely that users will repeatedly see the same advertisements online and that the adverts they see might be of no interest to them. However some users will consider putting up with repetitive or irrelevant advertising a small price to pay for not having their web browsing habits tracked.

It is good to see that Google, arguably still the most important advertising broker on the web, is promoting such an application and open sourcing the source code for the extension. However what is also required is greater transparency on just what happens with the web browsing data that is collected by search and advertising firms.

The Keep My Opt-Outs extension is avaiable at Google's Chrome web store. µ