An article in The Australian outlines the methods of online behavioural advertising, acknowledging that many find the more relevant advertising appealing. Others, however, believe Internet users should have the right to opt out of targeted ads resulting in calls for the creation of do-not-track mechanisms across the globe and the development of Web browsers that allow users to opt out of the practice. Last week in Australia, 10 major Web sites--including Google, News Limited, Fairfax, Yahoo!, Sensis, Realestate.com.au, Ninemsn, Ten, Microsoft Australia and Adconion--signed a code of conduct that they will offer users a way to opt out of targeted ads. Opinons vary on whether an industry-wide do-not-track mechanism is likely in the near future.
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