do not track

The digital equivalent of the "do not call" registry that prohibits telemarketing phone calls, the "do not track" initiative is a way for users to avoid being monitored online.

Spearheaded by Firefox, who is exploring ways to create a do-not-track mechanism, one approach would be to automatically opt-out of online tracking. For example, when you open a Web browser, a "do not track me" option would be available and as you surf, your browser would alert ad companies and other fingerprinters that you don't want to be tracked.

Historical perspective: In late 2010, the website "AboutAds.info" allows people to opt out of 58 tracking companies with a single click, and "PrivacyChoice.org" has compiled a list of 274 companies that use tracking technology.