Consumer Tips: How to Opt-Out of Cookies That Track You

Pam Dixon

 

You may have heard about computer cookies before. They’re teeny files that get deposited onto your computer’s hard drive as you browse the Web. What you may not have heard is that not all cookies are equal.

Some cookies are fairly harmless. These cookies tend to expire quickly and simply let you use a Web site more easily. But not all cookies are innocent. Some cookies, like tracking cookies, can actually collect a great deal of information about what Web sites you visit and what you look at and do at those Web sites.

It’s become important to know the difference between the harmless and potentially harmful cookies these days. Otherwise, if you just accept every cookie that comes your way, your Web browsing habits can be profiled and tracked and even merged with your “offline” purchasing habits. Depending on your browsing habits, this can unfortunately tell companies when you are looking for work, what kind of work you do, when you have applied online to what jobs, and what other Web sites you have been looking at. The tracking kinds of cookies can even tell companies approximately what your income level is, what diseases you or a relative may have, what size jeans you buy, and more. Some of the companies that deposit tracking cookies abide by a self-regulation scheme that asks for consent in some cases and offers an opt-out of this kind of tracking.

 

Consumer Profiling and Tracking Cookies

The unhealthy kinds of cookies that track Web browsing habits are called “profiling cookies,” “persistent cookies,” “long term tracking cookies,” or “third party tracking cookies.” Sometimes they are called “third party cookies” or simply “tracking cookies.” No matter what they are called, these kinds of cookies are typically sent to your computer by advertising or marketing companies, and they can last for years or decades.

The reason these cookies can create a long history of your Web browsing and job searching activities is because these kinds of cookies allow companies to track your movements across many different Web sites. This can be a real problem over time.

For example, if you are looking for a job on Monster.com (which as of this writing deposits third party tracking cookies) and then you go look at a health Web site such as MD.com, which also deposits third party tracking cookies, then any advertising network that has ads at both sites knows you have been to both places. Tracking cookies report back to an ad network whenever you visit one of the sites in their advertising network. Over time, your browsing habits can reveal a good bit of information about you. Practices among the network advertisers differ. Some network advertisers place tracking cookies on areas where you fill out forms about medical conditions or post a resume, some focus on cars or sports information.

What do the marketing companies actually learn from tracking cookies? It may surprise you. If you have filled out forms online with your real name and contact information, or have clicked on banners then purchased an item, or if you have filled out sweepstakes or contests forms, then it is quite possible that major online advertisers know your name and have associated it with your Internet Protocol, or IP address and other information.

Companies that hold this profiling information of your Web browsing habits can then sell or merge that information with many other sources of information, such as magazine or catalog subscription lists. Even though cookies seem quite innocent, allowing the tracking types of cookies to follow you around as you surf the Web is a lot like building a see-through house to live in, click by click.

The good news is that you can manage these persistent tracking cookies to some degree. To do this, you need to know how to say no to the third party tracking cookies while still allowing yourself to say yes to the harmless cookies. There are several ways to do this.  One way is to download “opt-out cookies.” Another way is to use your browser’s cookie management tools to manage your cookies. Another method is to regularly delete unwanted cookies. In some cases, you can stop tracking through account preferences at some web sites.

 

Four Ways to Say No (Opt out)

 

• Download opt-out cookies. This is a process that usually involves clicking on a button to download the opt-out cookie. To do this, you go to the marketer’s Web site, find the privacy policy, then find the “opt out” information. The cookie your computer will get tells the company not to track you anymore. Yes, it is a little bit of extra work to click on the links. See the “More About Opt Out Cookies” section below for more information.
• Use the cookie management tools in your Web browser. Also, use cookie management tools to be selective in what long-term cookies you accept. In the newest versions of most web browsers, you can set your browser to accept only session cookies, or to turn all cookies into session cookies. Session cookies are generally harmless. For Macintosh Safari users, you can tell the browser to only accept cookies from “the site you are navigating to.” This means that you will not accept third party cookies. To explore what cookie settings are available to you, look in the “preferences” or “options” section of your browser’s menu.
• View current cookies and delete what you don’t need. Most Web browsers allow you to see what cookies you already have stored. You may have thousands of cookies if you are like many Web surfers. Some cookies, such as registration cookies for Web sites you visit frequently, are useful to keep around. But other cookies, like tracking cookies from atdmt.com, doubleclick.net, 2o7.net, atwola.com, and other advertisers aren’t necessarily helpful to you. Delete the cookies you don’t need, and do a periodic check every couple of months to weed out your cookie folder.
• Check your account preferences on registration sites. Some sites, such as eBay, require registration and the use of cookies. On eBay, for example, if you do not opt-out of advertising tracking, information about your eBay activities can be used by other sites and advertisers outside of eBay. EBay discloses this in its privacy policy. However, using your account preferences, you can opt-out of this kind of tracking. In this case, you are not downloading an opt-out cookie, you are setting a preference on a site where you have registration information.
• For more information: the World Privacy Forum published a report about various kinds of online tracking cookies as part of its testimony about behavioral advertising to the Federal Trade Commission. That report discusses opt out cookies (see below), and it also discusses rarer kinds of cookies such as Flash Cookies, Silverlight Cookies, and others. The report is located here: http://www.worldprivacyforum.org/pdf/WPF_NAI_report_Nov2_2007fs.pdf.

More About Opt-Out Cookies (or, cookies that say no)

“Opt-out cookies” are files that get put on your computer just like regular computer cookies. The difference is that opt-out cookies tell the marketing companies that they can’t track you anymore. To get the opt out cookies, you go to a marketer’s Web site, download their opt out cookie by clicking on a button, and then keep the cookie on your computer. The opt-out cookie tells the marketers to stop tracking you.

Marketing companies make opt out cookies available to you because several years ago the Federal Trade Commission (FTC) became quite concerned about the ways companies were using cookies to profile consumers. (See especially Part II of the FTC report to Congress about consumer profiling with cookies, <http://www.ftc.gov/os/2000/07/onlineprofiling.htm > ) Because of the FTC’s concern, the companies doing the profiling created a voluntarily agreement to allow consumers to opt out of being tracked or profiled by the tracking cookies. The World Privacy Forum has written an extensive report on opt-out cookies, and about the voluntary agreement which you can read here. This report was part of testimony given to the FTC about opt-out cookies and other online tracking mechanisms.

There are more than a dozen major opt-out cookies that you can download. It is important to download each opt-out cookie, because each cookie will tell each company to stop tracking you. You should say no to tracking cookies whenever possible, so your every move online isn’t logged and tracked. The opt-out cookies are counterintuitive in many ways, but that is the current system available. Much improvement is needed.

 

Opt-Out Cookie Links:

To take advantage of opt-out cookies, make sure your Web browser is set to accept all cookies. Then click on each link below and follow the directions you find on each page. After you download the opt-out cookie, which usually involves just clicking on a link that says “opt out,” keep the opt-out cookies on your computer. These cookies, created by the advertisers to allow you to say no to tracking, tell these advertisers to stop tracking you. After you click on the links, you can view the opt-out cookies in your computer’s cookie folder.

Be aware that some of the language on the opt out pages below can be incredibly confusing. To cut through the clutter, just look for the opt-out link or button, and click it. That will usually do the trick.

Note: Some of the links below may change frequently. If a link is not working, or something has changed, please let us know.

 

24/7 Real Media

24/7 RealMedia opt out:

http://www.247realmedia.com/EN-US/opt-out.html

 

2o7.net

2o7.net is part of Omniture. Omniture has an opt out policy at this page:
http://www.omniture.com/en/privacy/product#optout
Tip: Scroll down to the bottom of the page to find the opt out section of the policy, which will look like this:

Opt-out Method
We offer visitors to certain of our customers’ websites a means for controlling the use of session information with respect to the Omniture SiteCatalyst, Omniture DataWarehouse, Omniture Discover and Omniture SearchCenter products using cookies set from Omniture’s 2o7.net domain .

Look for the opt out link in this section.

 

Acerno

Tracking cookie opt out:

http://www.imiclk.com/optout.html

 

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Advertising.com

The Advertising.com tracking cookie opt out is located near the end of a privacy policy. Scroll all the way down and look for a large blue button that says Cookie Opt Out.

http://www.advertising.com/privacy_policy_details.php

 

AlmondNet

AlmondNet tracking cookie opt-out is only available through the centralized NAI opt-out page. If the NAI page does not work for you, you can email AlmondNet directly through their privacy center: http://www.almondnet.com/privacy-center.aspx

NAI opt-out page: http://www.networkadvertising.org/managing/opt_out.asp#

 

Atlas (Microsoft Advertising)

Tracking cookie opt out: (scoll to the bottom of the page)
http://www.atlassolutions.com/optout.aspx

 

Blue Lithium

Tracking cookie opt out: (The link is at the bottom of the page)

http://www.bluelithium.com/optout.html

 

Bluestreak (IonAd)

The BlueStreak opt out is located in its privacy policy. Look for the link that says Opt Out of Web Cookies.

Tracking cookie opt out: http://www.bluestreak.com/privacy/privacy.asp

 

Doubleclick

Tracking cookie opt out: (the opt out is currently a large link near the top of the privacy policy that reads Ad Cookie opt out. )

http://www.doubleclick.com/privacy/index.aspx

 

Exponential

Tracking cookie opt out: (look for the large cookie opt out button )

http://www.exponential.com/who-we-are/privacy-policy.jsp

 

Hitbox

Hitbox delivers long term tracking cookies; it is a part of Omniture’s SiteCatalyst HBX. The opt out is located here:

https://documents.hitbox.com/optout.html

 

IAC Advertising

IAC Advertising does not appear to currently have an opt out cookie. From the IAC Advertising privacy policy: (July 2008)

We may use session ID cookies and persistent cookies to enhance our service to you. For the session ID cookie, once you close your browser, the cookie simply terminates. A persistent cookie is a small text file stored on your hard drive for an extended period of time. Persistent cookies can be removed by following Internet browser help file directions. If users reject the cookie, they may still use our site. Persistent cookies enable us to track and target the interests of our users to enhance the experience on our site.

http://www.iacadvertising.com/privacy

 

Media6Degrees

The tracking cookie opt out is located at the bottom left of a privacy landing page. Look for a large rectangular button/link that says Opt Out:

http://www.media6degrees.com/privacy.php

 

MediaPlex MOJO

MediaPlex MOJO tracking cookie opt out:

http://www.mediaplex.com/mojo_privacy_statement.shtm

Tip: The MediaPlex MOJO opt out is located in secton IV of the privacy policy, which is a good ways down. Scroll down the privacy policy and look for the Choice and Access section, which looks like this:

VI. CHOICE AND ACCESS
A. Opting Out of Online Advertising
Internet Users may opt-out of receiving a unique Mediaplex cookie to disable unique data collection. If an Internet User opts-out, Mediaplex sets a cookie that is generic, the same opt-out cookie as all other users who have opted out of Mediaplex advertising. This generic cookie lets Mediaplex know you have opted out, and you will not receive any future Mediaplex cookies. This opt-out cookie is effective for the life of your hard drive or until you delete the cookie.

 

Mindset Media

Mindset Media has one of the more consumer friendly opt-out page we have seen. Head to this page, which will give you your opt out status. Check the box and click submit to opt out.

Mindset Media tracking cookie opt out:

http://www.mindset-media.com/opt-status-of-cookie.php

 

NAI opt-out

You can visit the NAI opt out page here and opt out of tracking by NAI members:

http://www.networkadvertising.org/optout_nonppii.asp.

 

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Nextag

Nextag opt out is located in its privacy policy. Scroll down to section 6, Choice/Opt out Policy, and click the link at the end of the sentence: To opt-out of NexTag advertising cookies please click here.

Nextag opt out:

http://www.nextag.com/serv/main/buyer/help/prPrivacyPolicy.jsp

 

Nielsen /NetRatings

Nielsen /NetRatings tracks user behavior via tracking cookies. The privacy policy links to two flavors of opt-outs: anonymous user, or total optout. Scroll down the privacy policy and look for the Visitor Opt Out section.

Nielsen / NetRatings opt out:
http://www.netratings.com/privacy.jsp?section=leg_scs

 

Omniture cookies

The 2o7.net domain is the primary domain Omniture uses to track visitor behavior to both its own web site and that of its customers. Omniture has an opt out policy at this page:
http://www.omniture.com/en/privacy/product#optout
Tip: Scroll down to the bottom of the page to find the opt out section of the policy, which will look like this:

Opt-out Method
We offer visitors to certain of our customers’ websites a means for controlling the use of session information with respect to the Omniture SiteCatalyst, Omniture DataWarehouse, Omniture Discover and Omniture SearchCenter products using cookies set from Omniture’s 2o7.net domain .

Look for the opt out link in this section.

 

 

Questionmarket

Tracking cookie opt-out page: (Click the button that says I want to opt out of Questionmarket Research)
opt out: http://www.questionmarket.com/dlogic/optout/

 

Revenue Science

Revenue Science does not offer its own opt out cookie. The only way to opt out is through the NAI opt-out page. Revenue Sccience does have a PDF document explaining how that process can work: http://www.revenuescience.com/docs/nai.pdf.

NAI opt out page:

http://www.networkadvertising.org/optout_nonppii.asp.

 

Safecount

Browse to the bottom of the page and look for the Consumer Opt-Out button.

Safecount opt out:

http://www.safecount.net/cookies.htm

 

SpecificMedia

Specific Media does not maintain its own opt-out page. You will need to opt-out through the NAI page.

NAI opt out page:

http://www.networkadvertising.org/managing/opt_out.asp

 

Tacoda

To opt out of Tacoda, you will need to go to the NAI opt out page. They do not have a dedicated opt out set up on the Tacoda site.

NAI opt out page:

http://www.networkadvertising.org/managing/opt_out.asp

 

Tribal Fusion

To opt out of Tribal Fusion tracking cookies, scroll down the privacy policy and look for a large link that says Cookie Opt Out.

http://www.exponential.com/who-we-are/privacy-policy.jsp

 

TruEffect

TruEffect opt out (adlegend.com): (The opt out is at the bottom of the page)

http://ad.adlegend.com/optout.html

 

Undertone Networks

See the Zedo entry for the Undertone Networks tracking cookie opt out.

For Undertone Networks privacy policy, check here: http://www.undertone-inc.com/aboutus/privacy.php

 

ValueClick (Fastclick)

ValueClick media tracking cookie opt out:
https://admin.valueclickmedia.com/optout/index.html

 

X+1

X+1 has a link for opting out of its tracking cookies, but it is not a large button like some of the other opt outs. Head to the opt out page, then look for the grey-lettered “click here” at the end of the paragraph. If you have difficulty locating the X+1 opt out link, head to the NAI opt out page instead.

X+1 opt out page:

http://www.xplusone.com/optout.html

NAI opt out page:

http://www.networkadvertising.org/managing/opt_out.asp

 

Yahoo Ad Network

Yahoo targeting ad network opt out page:

http://info.yahoo.com/privacy/us/yahoo/opt_out/targeting/details.html

 

Zedo.com

Tracking cookie opt out:

http://www.zedo.com/company/optout.htm

Scroll to mid page and look for the button that says “opt out now.”

http://www.worldprivacyforum.org/cookieoptout.html