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Web Analytics Firm Stops Using ETags

ONLINE PRIVACY

August 2, 2011

A company specializing in Web analytics has changed its Web tracking operations to allow users to opt out of being tracked, Wired reports. The move comes after two of its clients, Hulu and Spotify, suspended the KISSmetrics service because of the company's use of ETag technology, which stores information in users' browsers even if they delete their cookies. Two users have filed potential class-action claims against KISSmetrics and Hulu, saying the companies violated federal and California state law. In response, KISSmetrics revised its privacy policy and pledged to stop using ETags, saying on its website, "As of July 30, 2011, KISSmetrics uses standard first-party cookies to generate a random identity assigned to visitors to our customers' sites."
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