January 24, 2011, 3:46 PM — A day after Mozilla said it was exploring a "Do Not Track" feature for Firefox, Google today announced a Chrome add-on that lets users opt out of tracking cookies that monitor their movement and behavior online.
One privacy expert called Google's new extension a "marginal improvement," but applauded the browser maker for jumping into the privacy discussion.
Chrome's "Keep My Opt-Outs" add-on leverages the self-regulation efforts by the online advertising industry to let users permanently opt out of ad tracking from the companies that participate in various programs, including the Network Advertising Initiative, said Google in a blog post Monday morning.
Google made it clear that it sees its strategy as walking the line between privacy and keeping the Web -- which largely relies on advertising -- afloat.
"This new feature gives you significant control without compromising the revenue that fuels the Web content that we all consume every day," said Sean Harvey and Rajas Moonka, a pair of Chrome product managers.
Google also plans to build similar add-ons for other browsers, and has released the code for the Chrome extension as open-source so developers can spot bugs or make modifications.
The free Keep My Opt-Outs extension can be downloaded today from the Chrome Web Store.
On Sunday, Mozilla said it was working on a different approach , one that relies on the Do Not Track HTTP header, for Firefox, but did not spell out a timetable to integrate the new technology with the browser.
Both Google and Mozilla have followed Microsoft, which last month said it would add what it called "Tracking Protection" to Internet Explorer 9 (IE9) with the release candidate, or RC, build of its next-generation browser. According to reports, Microsoft will ship IE9 RC this Friday.
Although the three browser makers are each exploring different strategies, that's a good thing, said Justin Brookman, the director of consumer privacy at the Center for Democracy & Technology (CDT), a digital rights advocacy group based in Washington, D.C.