Yahoo has announced that it will no longer enable “Do Not Track” (DNT) settings for individuals that peruse its site or use company services.

On Wednesday, Yahoo's privacy team said in a blog post that the web browser technology, meant to prevent third parties from collecting users' web browsing activities, has failed to become an efficient, "user-friendly" standard.

Despite DNT's availability on major browsers, website owners and advertisers are not bound by any law to honor Do Not Track requests.

“As the first major tech company to implement Do Not Track, we've been at the heart of conversations surrounding how to develop the most user-friendly standard,” Yahoo said in the blog post. “However, we have yet to see a single standard emerge that is effective, easy to use and has been adopted by the broader tech industry."