Google Offers Choice to Opt Out of Web Analytics

Google is offering a way for web users to opt out of being tracked around the web by its popular Google Analytics tool used by publishers to track traffic and trends on their websites. Publishers like Wired.com insert a simple line of Google Analytics Javascript on their site and then can see on a dashboard which pages are popular and what search terms lead users to their site. But Google also gets much of that user information in aggregate, so it has a bird’s eye of the internet, thanks to all the sites reporting back to it. It knows more about a user’s activities across multiple sites than any individual site knows. It uses that data to improve its own services.

Full Article (Threat Level - wired.com)