The internet search behemoth and everyone's favorite Android creator, Google, has joined a consortium of over 400 companies called The Digital Advertising Alliance. The coalition of companies has agreed to support a "do-not-track" button in browsers, so that the amount of information that advertising companies can gather from users who activate the button will be greatly limited. The feature has already been implemented in Firefox, Internet Explorer, and Safari, and will be added to Google's Chrome by the end of the year. Even though the feature was already implemented within those other browsers, it was of limited functionality because advertisers and tracking companies had not yet agreed to abide by it.
The button will restrict the data that websites can collect about a user through cookies when it is activated. The 400 companies, including Google, that have agreed to the standard will begin adopting it within the next nine months.