Yahoo is one of the few websites that allowed users to opt out of being tracked. The Do Not Track feature may not have very prominent, but it did comfort the few that used it. However, Yahoo has decided to permanently turn off this feature. A move it claims will provide a better experience for users.
A post on Yahoo’s blog explained that the company believes a personalised web is the best kind of web; which is why it insists on tracking user behaviour. This isn’t surprising as CEO Marisa Mayer’s previous company, Google, tracks almost everything users do online; and makes a lot of money from the specifically targeted advertisements.
Despite this, Yahoo still claims that user’s privacy is a top priority and offers several privacy tools for customising the experience. Although that doesn’t mean much if they are going to track people’s behaviour anyway. That being said, with both Google and Facebook already tracking user behaviour, this is really nothing different.