Firefox Web browser to move ahead with ‘Do Not Track’ option

The maker of the popular Firefox browser is moving ahead with plans to block the most common forms of Internet tracking, allowing hundreds of millions of users to eventually limit who watches their movements across the Web, company officials said Wednesday.

Firefox made the decision despite intense resistance from advertising groups, which have argued that tracking is essential to delivering well-targeted, lucrative ads that pay for many popular Internet services. When Firefox’s maker, Mozilla, first suggested in February that it might limit blocking, one advertising executive called it “a nuclear first strike” against the industry.

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OK so your web browsing might no longer show up in Walmart's daily advertising report. That's a plus. Now if we could only get an opt out for Obama's NSA briefing.