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Users of Google Chrome and Firefox Mozilla browsers can use service to permanently block personalised advertising
Browser makers Mozilla and Google have both revealed different plans they say will help people to avoid being tracked by ad firms online.
In an update issued today, Google announced that its Chrome internet browser could now use Keep My Opt-Outs, an add-on or extension.
Developed by Google, it will permanently block personalised advertising online. The add-on works by blocking advertising-related cookies stored on a computer, stopping them targeting a user with personalised ads.
Google said that the current version "is focused on cookies from US-based online ad companies" but also stated that it planned to "include cookie opt-outs from European and other international companies soon".
Mozilla, the organisation behind the Firefox browser, announced yesterday that it was working on a similar service called DoNotTrack, although gave no details of when this will be available.
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