As concern about online privacy grows, Mozilla is promising to let people cloak Internet activity in free Firefox Web browsing software being released early next year.
"Technology that supports something like a 'Do Not Track' button is needed and we will deliver in the first part of next year," Mozilla chief executive Gary Kovacs said while providing a glimpse at Firefox 4 at the Mozilla's headquarters in Mountain View, California.
"The user needs to be in control," he added.
There is a disturbing imbalance between what websites need to know about visitors to personalize advertisements or services and the amount of data collected, according to Kovacs.
"It is not that ads are bad," he said. "It is what they do with my tracked behavior.
Still, very valiant effort on their part