System designed to help consumers protect online privacy.
Yahoo! Inc. said it will implement a Do Not Track mechanism across its global network by early summer amid growing concerns about online privacy.
The Wall Street Journal on Monday reported the Federal Trade Commission issued a strong call for commercial-data collectors to adopt better privacy practices and called for Congress to pass comprehensive privacy legislation. The agency also called on U.S. commercial data collectors to implement a 'Do Not Track' button in Web browsers by the end of the year or to face legislation from Congress forcing the issue.
Yahoo on Thursday said its Do Not Track system has been in development since last year and is in accordance with the Digital Advertising Alliance's principles.
The Internet company said the site wide mechanism will provide a simple step for consumers to express their ad targeting preferences.
Yahoo reported in January its fourth-quarter earnings fell 5.3% on a bigger tax provision, while the operating income improved thanks to lower operating and revenue costs despite a 13% drop in total revenue.
Shares closed Wednesday at $15.32 and were inactive premarket. The stock is down 5% so far this year.