Mozilla, the name behind the Firefox browser, is currently working on a new feature which will allow users of their browser to opt-out of online behavioral advertising. The whole idea behind this? To offer users “a deeper understanding of and control over personal information online,” at least according to Mozilla’s head of privacy. To put it in layman’s terms, this will let you configure your Firefox browser, having it inform both websites and advertisers that they would prefer to remain private and opt-out of any advertising based on their behavior. This is made possible thanks to a new “Do Not Track HTTP header” which will accompany every click or page view in Firefox. If you’re an advertiser, bear in mind that this feature will not 100% block ads, only personalized ones. It would be interesting to hear on the advertisers’ side as to how such software affects their earnings, if any.