SleepyEgg

Apple is officially hopping on the "Do Not Track" train, adding support for special opt-out headers in the version of its Safari Web browser set to ship with Mac OS X 10.7 Lion this summer. The feature is already being tested in developer builds of Lion, according to the Wall Street Journal, making Apple the third major browser vendor to support a centralized opt-out mechanism.

The Federal Trade Commission recently called for online advertisers to devise a standard way for consumers to opt out of tracking associated with online behavioral advertising. Instead of the hodgepodge of opt-out mechanisms used for each website or advertiser—if they allow for one at all—the FTC recommended that the industry support a browser-based setting that consumers concerned with privacy could easily set and forget.