Browser Solutions: The Geeks Rush In

Opt-Out Man may have to go in for a name change soon. The venerable method for removing oneself from behavioral targeting online is morphing quickly into a move towards more universal Do Not Track and even ad blocking tools. As our own Wendy Davis reports this morning, Microsoft will issue a refresh of its Internet Explorer browser today that goes beyond merely Do Not Track functionality. The new tools actually will let the user block content from some sites, especially third-party ads. The blocking will be based on blacklists established by TRUSTe, Abine and Privacy Choice.