Adverticum's AdServere supports the "Do Not Track" feature

Adverticum's AdServere is one of the first in Hungary to support the "Do Not Track" feature, which is proposed by Stanford University researchers and Mozilla developers and is available in browsers other than Mozilla Firefox, enabling Internet users to to disable the collection of information about their Internet habits.

Anonymized behavioral data is used by, among others, ad servers, applications that use interest or behavioral targeting, and referral systems. Users have so far been able to disable these services using various (mostly cookie-based) opt-out solutions, however, the Do Not Track header is a more general, browser-side-adjustable feature of the opt-out that does not block the ads themselves.  
If the user has set in their browser that they do not want to be followed, the browser sends a Do Not Track header to the web pages, web applications with which it communicates, i.e. it clearly indicates to the web page or application that the user you may not use your behavioral information. The disadvantage of this solution is that such users will not be able to receive ads that match their interests in the future, which may in part weaken the effectiveness of the ads and in part result in these users being more disturbed by the ads they are not interested in.    

It is important to see that the feature only works if websites and applications take into account that they are not able to follow their users when a Do Not Track header arrives! “We consider it very important for users to be able to decide for themselves whether to allow behavioral / interest-targeted ads in their browser. Support for the Do Not Track feature, which can be set on the browser side, has also become topical with us because Adverticum's media customers are increasingly open to targeted advertising solutions based on user behavior / interest.  

Compared to the cookie-based opt-out solution we have supported so far, the browser-side opt-out is more convenient for the user, however, as it also has its advantages if someone does not use the opt-out options (they receive ads that are really interesting, but you don’t see the same “annoying” ad multiple times), it’s unlikely that users will suddenly take advantage of the new opportunity en masse. ” - said Emese Balatoni, customer relations director of Adverticum Zrt.    

Almost at the same time as the Mozilla recommendation was born, in the spring of 2011, the US AP news agency began supporting the Do Not Track feature on about 800 news sites. Adverticum is also among the first to support the feature from August 2011.

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