Barence writes "Mozilla is proposing that the Firefox browser collects data on users' interests to pass on to websites. The proposal is designed to allow websites to personalise content to visitors' tastes, without sites having to suck up a user's browsing history, as they do currently.
"Let’s say Firefox recognises within the browser client, without any browsing history leaving my computer, that I’m interested in gadgets, comedy films, hockey and cooking," says Justin Scott, a product manager from Mozilla Labs. "Those websites could then prioritise articles on the latest gadgets and make hockey scores more visible. And, as a user, I would have complete control over which of my interests are shared, and with which websites.""
Link to Original Source