"As concern about online privacy grows, Mozilla is promising to let people cloak Internet activity in free Firefox Web browsing software being released early next year.
"Technology that supports something like a 'Do Not Track' button is needed and we will deliver in the first part of next year," Mozilla chief executive Gary Kovacs said while providing a glimpse at Firefox 4 at the Mozilla's headquarters in Mountain View, California.
"The user needs to be in control," he added.
There is a disturbing imbalance between what websites need to know about visitors to personalize advertisements or services and the amount of data collected, according to Kovacs.
"It is not that ads are bad," he said. "It is what they do with my tracked behavior.
"Where I go on the Internet is how I live my life; that is a lot of data to hold just for someone to serve me ads."
Microsoft this month unveiled increased privacy options for the upcoming version of its popular Web browser Internet Explorer 9 (IE9) including a feature "to help keep third-party websites from tracking your Web behavior."
Microsoft said "Tracking Protection" will be built into a test version of IE9 being released early next year."
AFP - Firefox backs "Do Not Track" with online stealth
Seems like a see-saw back and forth between consumers who vaguely know they want more privacy, and advertisers willing to spend a lot to get at your information.
Big brother works for an advertising firm as well as the western national security apparatus....