Social networking site Pinterest has launched a feature that will track user behaviour while allowing the option for users to opt out of the service.
The company said that its new homepage would seek to provide users with a better-suited experience by serving up pages more in keeping with their interests. To do so, the site is looking to collect more data on users' activities and interests.
Pinterest software engineer Ke Chen said: “If you’re interested, we’ll also suggest personalised pins and boards based on websites you go to that have the Pin It button. So if you’re planning a party and have gone to lots of party sites recently, we’ll try to suggest boards to make your event a hit.”
In rolling out the new feature, Pinterest is also looking to provide privacy controls for users. The company said that it would be adding support for the Do Not Track security platform. The service will allow users to opt out of tracking platforms and automatically disable features that would keep a log of user browsing patterns.
Those who opt out of the feature will still be able to use the Pinterest service without logging their activity on the site.
The Do Not Track platform has emerged as a preferred tool for privacy activists, though the platform has attracted some criticism. The SANS Institute has panned the platform for its lack of consumer awareness and opt-in nature, which requires the site administrators to manually add support for the platform.
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