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Hack 17. Opt Out of Advertiser Cookies

Hack 17. Opt Out of Advertiser Cookies

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parties)mightsetcookiesthatareinnowayrelatedtoyour

Yahoo!account.Inaddition,thesecookiesdonothavetofollow

theguidelinesinYahoo!'sprivacypolicy.Thismeansthatany

advertiseroradvertisingnetworkonYahoo!mighthaveitsown

privacypolicyyoushouldbeawareof.Yahoo!listsmore

informationaboutthispracticeontheirThirdPartyandAffiliate

CookiesonYahoo!page

(http://privacy.yahoo.com/privacy/us/adservers/details.html).

Mostofthesethird-partycookiesareprobablybeingusedto

trackpatternsinYahoo!usage.Ifacompanyhasan

advertisementonYahoo!Finance,itmightalsowanttoknowif

thoseusersarevisitingYahoo!Mail.Thesebroadusage

patternshelpcompaniesrefineandtargettheircampaigns

withouttrackinganyonepersonspecifically.However,ifyou

aren'tthrilledwiththeideaofbeingtrackedeveninageneral

wayacrossthesitesyouuse,mostoftheseadvertising

companiesgiveyouawayout.



1.18.2.OptingOut

Manyadvertisingnetworksoffertheabilitytooptoutofcookierelatedmonitoring.Byvisitingaspecialpageontheadvertiser's

site,youallowtheadvertisertosetacookieonyourmachine.

Insteadoftrackingyourmovements,thisopt-outcookietells

theadvertiserthatyoudon'twanttoparticipate.Thenextstep

issimplyfindingthispageonallofYahoo!'sthird-party

advertisersandsettingit.

Luckily,Yahoo!keepsalistofitsadvertisersat

http://privacy.yahoo.com/privacy/us/adservers/details.html.

Whenyoubringthepageupinyourbrowserandscrolldownto

thesectionlabeledOptingOutofThirdPartyCookies,you'llfind

alistofcompaniesthatarecurrentlyadvertisingatYahoo!

Unfortunately,Yahoo!doesn'tgothenextstepandprovidea

linktoeachcompany'sopt-outpage,butwhynotuseYahoo!



WebSearchtohelpyoufindthem?

Atthetimeofthiswriting,thetopcompanyonthelistis24/7

Media,Inc.andtheirURLishttp://www.247realmedia.com/.

WiththeURLinhand,youcanconstructaspecialqueryto

searchtheirsiteforthespecialopt-outpage.Thesite:meta

keywordwilllimitaYahoo!Searchtoaparticulardomain,and

thephrase"optout"willprobablyappearonthepageI'm

lookingfor.Sotheparticularqueryforthiscompanyis:





site:www.247realmedia.comopt-out



NotethatI'veremovedthehttp://prefixfromtheURLbecause

thesite:metakeywordonlyworkswiththedomain.And,sure

enough,pluggingthatqueryintotheformat

http://search.yahoo.comreturnsthe24/7Media,Inc.Opt-Out

pagethatwillsettheopt-outcookieinyourbrowser.

Youcanrepeatthisprocessforeverycompanyinthelist,until

you'veoptedoutofeveryoneofYahoo!'sadvertisingpartners.

Or,ifyouhaveanamazingamountoftimetokill,youcoulduse

asimilarquerytofindeachcompany'sprivacypolicytomake

sureitscookie-settingpolicyissomethingyouagreewith,like

so:





site:www.247realmedia.comPrivacyPolicy



Ifthisprocessseemstootime-consumingtofollow,thereare

somewaystochangeyourbrowsersettingssothatitaccepts

cookiesonlyfromYahoo!ifyourbrowsersupportscontrolling

cookies.



Yahoo!tracksitsownadvertisingeffortsbothonandoffYahoo!sites



throughatechnologycalledWebBeacons.Theseareinvisibleimages

thatloadinabrowserandsetcookies.Youcanfindoutmoreabout

Yahoo!'sWebBeaconsandoptoutat

http://privacy.yahoo.com/privacy/us/beacons/details.html.



1.18.3.BrowserSettings

Cookiesarehandledbywebbrowsers,andyoucanchangehow

yourbrowserhandlesthem.Thedefaultsettingonmost

browserssimplyacceptsallcookiesinthebackground,without

anyuserintervention.Thisallowsaseamlessbrowser

experience,takingadvantageofallofthepersonalization

optionsthatsiteslikeYahoo!offer.

Togetasenseofjusthowmanycookiesareflyingaround

behindthescenes,trychangingyourbrowsersettingssothat

youhavetoapproveeverycookiethat'sset.InFirefox,choose

Tools Options… PrivacyandselectAskMeEveryTime

fromtheKeepCookiesdrop-downmenu.InternetExplorer(IE)

userscanchooseTools InternetOptions Privacy

Advanced OverrideandthenchoosePromptforbothFirstpartyCookiesandThird-partyCookies.Withthesesettings

enabled,you'llbeaskedtoapproveeverycookiethatcomes

yourwaywiththepromptshowninFigure1-49.



Figure1-49.CookiepromptinInternetExplorer



AsyoubrowsearounddifferentsectionsofYahoo!,you'llsee

thecookiepromptwindowwithbothyahoo.comandthird-party

cookiesbeingsetinvariousplacesandyou'llhavetheoptionto

alloworblockthecookies.Keepinmindthatblockingcookies

setbyyahoo.comwillnegativelyaffectyourabilitytouse

Yahoo!'sfeatures.Seeingallofthesecookiepromptsisan

interestingtogetasenseofthecookiesbeingsetonyour

computer,butsurfingaroundwiththissettingwillgettiresome

quickly.

Anotheravailableoptionistoallowfirst-partycookieswhile

blockingthird-partycookies.Firstpartymeansthecookiesare

setbythesiteyou'revisiting.Forexample,ifyou'reat

http://mail.yahoo.comandyougetarequesttosetacookie

fromyahoo.com,thatisafirst-partycookiefromthedomain

you'rebrowsing.Butifyou'reathttp://movies.yahoo.comand

yougetarequesttosetacookiefromquestionmarket.com,

that'sathird-partycookie.BothInternetExplorerandFirefox

allowyoutoacceptfirst-partycookieswithoutquestion,while

blockingallthird-partycookieswithoutquestion.

ToapplythissettinginInternetExplorer,gotoTools Internet

Options PrivacyandclickAdvanced.Setthebrowserto

acceptfirst-partycookiesbutblockthird-partycookies,as

showninFigure1-50.



Figure1-50.InternetExplorerAdvancedPrivacy



Settings



ClickOKtosaveyoursettings.

InFirefox,gotoTools Options… Privacyandcheckthe

boxthatsays"fortheoriginatingwebsiteonly."



Hack18.TrackNewsAboutYahoo!



Yahoo!isabigcompany,andtherearemanywaysto

watchYahoo!inaction.

Whetheryou'reapotentialemployee,investor,competitor,or

justafanofthesite,you'llwanttokeeptabsonwhatYahoo!is

doingandwhereitmaybeheaded.Thenewssourcesinthis

hackshouldgiveyouastartingpointforwatchingthecompany,

andyoucanaddtheRSSfeedsforthesourcesdirectlytoMy

Yahoo!oryourfavoritenewsreader.Onceyousubscribetoa

fewYahoo!-relatedfeeds,youwon'thaveanytroublekeeping

upwiththelatestnews.



1.19.1.Yahoo!Sources

YoucanuseYahoo!tofindinformationaboutanythinginthe

world,evenYahoo!itself:



Yahoo!NewsSearch

Searchover7,000newssourcestofindmentionsofYahoo!

innewsstories:



Web

http://search.news.yahoo.com/search/news/?

p=Yahoo%21



RSS

http://news.search.yahoo.com/news/rss?ei=UTF8&p=Yahoo%21



Yahoo!FinanceSearch

TracktheprogressofYahoo!'sstockandfindfinancialnews

andanalysisatYahoo!Finance:



Stock

http://finance.yahoo.com/q?s=YHOO



News

http://finance.yahoo.com/q/h?s=YHOO



NewsRSS

http://finance.yahoo.com/rss/headline?s=YHOO



Yahoo!SearchBlog

ThisofficialweblogfromYahoo!,writtenbyYahoo!

employeesandspecialguestbloggers,givesyoutheinside

scooponwhat'snewatYahoo!:



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Hack 17. Opt Out of Advertiser Cookies

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