In their recently-announced new browser initiatives, Google and Mozilla disclosed that they have plans in place for implementing `Do Not Track' privacy features on their respective Chrome and Firefox browsers; thereby giving the users the option of opting out of having their activities tracked by online third-party advertisers.

The announcement by Google and Mozilla indicate a partial response to the "Do Not Track" lists that have been proposed for online behavioral advertising, by the US Federal Trade Commission (FTC), which essentially asks browser makers and advertisers to self-regulate instead of making calls for legislation.

The `Do Not Track' related efforts from Google comprise a kind of browser extension - `Keep My Opt-Outs' - which, according to a company blog post, will "not otherwise interfere with your web browsing experience or website functionality", and will allow users to "opt out permanently from ad tracking cookies."

Initially, the extension will work only with Chrome; but will later be made available to other browsers as well.

Meanwhile, Mozilla plans pertain to something slightly more drastic than an extension. According to Mozilla's technology and privacy officer Alex Fowler, the company is proposing a feature that enables users to set a browser preference that will basically relay their desire to opt-out of third-party, advertising-based tracking "by transmitting a Do Not Track HTTP header with every click or page view in Firefox."