What's so bad about being a target online tracked by advertisers? If you don't mind being watched by tracking company employees while you're purchasing or logging into your account on websites, you are not involved in the fuss. In the past few years, a dispute has illustrated. Advertisers collected such fine-grained information about you such as the websites you frequent, what kind of products you're interested and even some private stuff like political views, health problems, and personal finances. Should advertisers have explicit permission to track people and send behavioral ads? In 2010, America's Federal Trade Commission (FTC) recommended a proposal that consumers should be given a simple "Do Not Track" (DNT) option by Internet browsers. Consumers could tell advertisers whether they want to be followed or not. FTC and Digital Advertising Alliance (DAA) agreed that the industry would make a start on responding to DNT requests. Microsoft's Internet Explorer, Apple's Safari, Google Chrome, and Mozilla's Firefox offered to implement DNT in top gear. Ironically, nowadays some privacy-conscious users may be offended by the new release of Google Chrome for iOS disables DNT in order to have better speed and fewer crashes. Microsoft used to say that Internet Explorer 10 would have DNT as a default; the company is reversing its standard now: DNT will not turn up as a default feature in its new browsers. Getting a DNT signal does not oblige advertisers to stop tracking, although some self-restrained companies have promised to do so. It is much harder to distinguish whether someone is really against behavior ads or whether they stick with "interest-based" ads. Some users may ignore DNT and press on anyway. Advertisers honor DNT but argue that the decision should be up to users but not by browser vendors. Based on the voluntary principle of "Do Not Track," Microsoft, Chrome and Firefox leave "Do Not Track" off by default. Whether consumers turn DNT on or off is not probably important all that much. After all, using tools like Disconnect Ad Blocking and add-ons like Ghostery and uBlock are more effective if online users want to make sure that they aren't tracked.