Online media make much of their ability to serve ads that are targeted to the individual browser.

We’ve long had doubts as to the efficacy – or indeed, morality – of such targeting, based as it is upon surreptitiously collected data about browsing history.

But a new plug in for Firefox and Chrome could mark the beginning of the end for such targeting anyway. It’s called Privacyfix and you should go check it out. It’s yet another example of how the interactivity that most readers truly want from their advertising, is the ability to turn it off.

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