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Yahoo, the self-professed “first major tech company to implement Do-Not-Track (DNT),” has announced it will no longer recognize DNT browser signals, reports Marketing Land. The company said the change stems from the fact it has “yet to see a single standard emerge that is effective, easy-to-use and has been adopted by the broader tech industry.” The company says it will instead offer users ways to “tailor their online experience through the variety of privacy tools.” One privacy advocate, however, questions the timing of the announcement, as the Digital Advertising Alliance and the World Wide Web Consortium have both recently announced significant developments in their DNT efforts.
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