Web Browser Privacy Settings - The NAI: Network Advertising Initiative
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Web Browser Privacy Settings

How to Opt Out

How to Access and Manage Privacy Settings on:

Google Chrome
Apple Safari
Microsoft Edge
Mozilla Firefox

Web browsers offer different privacy settings you can adjust to help control how websites you visit store, access, and use information about your browsing activity. This includes controlling how cookies are stored or accessed through your web browser. Cookies are sometimes used by NAI members for advertising purposes. Below, the NAI is providing instructions to guide you in adjusting some of these privacy settings on popular web browsers. You can also follow instructions for adjusting privacy settings on mobile devices and TVs.

What Are Cookies?

Cookies are small files that allow websites to store and access information through your browser, like a unique ID for your browser, your website login status, language preferences, and general geographic location. Operators of websites may use the information stored in cookies to help personalize and streamline your future visits to the same website, such as keeping you signed in, remembering site preferences, showing locally relevant content, and tailoring ads to your interests. There are two different types of cookies: 

  1. First-Party Cookies are created and accessible only by the site domain you navigate to visit (i.e., the site that is shown in the address bar).
  2. Third-Party Cookies are created and accessible by sites or services other than the website the user navigated to, but that are integrated with the site you navigated to. When a site you navigate to includes or embeds content or services from other sites (such as ads, videos, or social media integrations) those external sites and services can save and access third-party cookies.

Some NAI member companies and other digital advertising companies may use third-party cookies to select, deliver, measure, and personalize advertising on your browser.

These instructions are provided for informational purposes only, and may not be fully complete, accurate, or up-to-date. Privacy settings for different versions of the same browser type may vary. The NAI is not responsible for the functioning of web browser privacy settings.

– Updated September 15, 2025

Privacy Settings in Google Chrome

You can manage privacy settings in your Chrome browser in several different ways:

The steps outlined below apply to Chrome Version 138.0.7204.184 (Official Build) (arm64).

1. How to Manage Third-Party Cookies

Third-party cookies may allow companies that set them to recognize your browser as you navigate to and use different websites. Blocking third-party cookies helps prevent third-party cookies from being used for this type of tracking. You can adjust this as follows:

Step 1. Navigate to Privacy Settings

While using your Chrome browser, click the 3 vertical dots located on the top-right corner of the browser to open a menu of options.

Click the Settings option.

From the options that appear on the left-hand side, click on Privacy and security.

Step 2. Block Third-Party Cookies

Click on Third-party cookies from the options that appear in the center.

Select Block third-party cookies to prevent sites from using third-party cookies or setting additional third-party cookies.

Step 3. Delete Site Data

Select See all site data and permissions.

Select Delete all data.

Note: Taking this action will delete all existing third- and first-party cookies as well as any other site data stored on your browser. It will likely result in you being signed out of all websites you have logged into. As an alternative to removing existing cookies of all visited websites, users can remove the cookies of individual websites or domains by clicking on the Trash icon next to each website listed, instead of deleting all data.

2. How to Adjust Advertising-specific Privacy Preferences in Chrome

Independently of third-party cookies, the Chrome web browser provides advertising technology within the browser that enables the personalization and measurement of ads you see while using the browser. You can adjust the settings for this technology as follows:

Step 1. Navigate to Privacy Settings

While using your Chrome browser, click the 3 vertical dots located on the top-right corner of the browser to open a menu of options.

Click the Settings option.

From the options that appear on the left-hand side, click on Privacy and security.

Step 2. Navigate to Ad Privacy Settings

After clicking Privacy and security, select Ad privacy.

Step 3. Adjust Ad Privacy Settings

Within Ad privacy, select and navigate from the following options:

Ad topics, Site-suggested ads, or Ad measurement:

1. Adjust the ad topics setting to turn ad topics on or off. Ad topics are topics based on your recent browsing history, like Athletic Apparel and Banking, that websites may use to show personalized ads on your browser. You can also individually block or allow specific topics.

2. Adjust the site-suggested ads setting to turn site-suggested ads on or off. You can also decide which recently visited websites that you would like to receive ads from as you continue browsing.

3. Adjust the ad measurement setting to turn ad measurement on or off. Ad measurement enables websites and advertisers to measure the performance of their ads, such as whether users made a purchase after visiting a site. 

3. Additional Resources

Privacy Settings in Apple Safari

Managing “Cross-Site Tracking” in Safari

Note: Many privacy settings are “on” by default in Safari and no further action is needed to enable them. 

Safari provides several options for you to manage your privacy settings. Those settings include: 

The steps outlined below were done on Safari Version 18.6 (20621.3.11.11.3).

1. How to Manage Cross-Site Tracking

Helps prevent companies from tracking your activity across multiple websites, including through third-party cookies.

Step 1. Navigate to Privacy Settings

While using your Safari browser, click the Safari menu located on the top-left corner of the computer screen, which opens a drop-down menu.

Next, click Settings, which opens the Safari settings menu.

With the Settings menu open, click on Privacy.

Step 2. Adjust Settings for “Prevent Cross-Site Tracking”

Safari’s default setting is to prevent cross-site tracking, including via third-party cookies. You do not need to take any action to prevent cross-site tracking on Safari if the box is already checked.

If you wish to allow cross-site tracking, you can click the box to uncheck it.

Step 3. Adjust Settings for “Hide IP Address from Trackers” 

Safari’s default setting is to hide your IP address from trackers. You do not need to take any action to hide your IP address in Safari if the box is already checked.

If you do not wish to hide your IP address, you can click the box to uncheck it.

2. How to Manage Website Data

You can manually remove data that websites have already stored on your Safari browser, including cookies. However, removing this data may also log you out of websites and affect website behavior. To manually remove website data:

Step 1. Navigate to Privacy Settings

While using your Safari browser, click the Safari menu located on the top-left corner of the computer screen, which opens a drop-down menu.

Next, click Settings, which opens the Safari settings menu.

With the Settings menu open, click on Privacy.

Step 2. Choose whether to Remove Website Data

From the Privacy menu, click Manage Website Data. 

Select Remove All to remove all stored data; or select particular websites to remove data from and select Remove.

Note: Taking the Remove All action will delete all existing third- and first-party cookies as well as any other site data stored on your browser. It will likely result in you being signed out of all websites you have logged into.

3. Additional Resources

  • Manufacturing documents (Safari User Guide) ← click on Table of Contents in center of webpage, scroll down to Privacy and security, and click on either Manage cookies or Prevent cross-site tracking hyperlinks.
  • Tracking Prevention in WebKit (guide on tracking prevention for open-source WebKit, which Safari uses)

Privacy Settings in Microsoft Edge

You can manage privacy settings in your Microsoft Edge browser in several different ways:

The steps outlined below were done on Microsoft Edge Stable Channel version 139.0.3405.125.

1. Managing Third-Party Cookies

Third-party cookies may allow companies that set them to recognize your browser as you navigate to and use different websites. Blocking third-party cookies helps prevent third-party cookies from being used for this type of tracking. You can adjust this as follows:

Step 1. Navigate to Privacy Settings

While using your Microsoft Edge browser, click the three horizontal dots located on the top-right corner.

Click Settings.

From the options on the left side, navigate to Privacy, search, and services.

Step 2. Block Third-Party Cookies

Click on Cookies from the options that appear in the center.

Toggle Block third-party cookies “on” to prevent sites from using third-party cookies or setting additional third-party cookies.

Step 3. Clear Cookie and Site Data

From the same cookies menu, Select See all cookies and site data.

Delete all cookies and site data by selecting Remove all, or choose which data to delete manually.

Note: Taking this action will delete all existing third- and first-party cookies as well as any other site data stored on your browser. It will likely result in you being signed out of all websites you have logged into.

As an alternative to removing existing cookies of all visited websites, users can remove the cookies of individual websites or domains by clicking on the Trash icon next to each website listed, instead of deleting all data.

2. Adjust Tracking Prevention Settings in Microsoft Edge

Helps prevent companies from tracking your activity across multiple websites, including through third-party cookies.

Step 1. Navigate to Privacy Settings

While using your Microsoft Edge browser, click the three horizontal dots located on the top-right corner.

Click Settings.

From the options on the left side, navigate to Privacy, search, and services.

Step 2. Manage Tracking Prevention

Select Tracking Prevention.

Microsoft Edge’s default setting is to enable “Balanced” tracking prevention, which includes blocking third-party cookies. You do not need to take any further action to enable “Balanced” tracking prevention.

If you wish, you can select “Strict” tracking protections, which blocks more activity but may also affect website functionality.

Alternatively, you may customize the tracking protections you want to apply by selecting “blocked trackers” and “Exceptions”.

3. Additional Resources

Privacy Settings in Mozilla Firefox

You can manage your privacy while using Mozilla Firefox in several different ways:

Note: Some privacy settings are “on” by default in Firefox and no further action is needed to enable them. 

The steps outlined below were done on Firefox Version 141.0 (aarch64).

1. How to Manage “Enhanced Tracking Protection”

Helps prevent companies from tracking your activity across multiple websites, including through third-party cookies.

Step 1. Navigate to Privacy Settings

While using your Firefox browser, click the three horizontal dashes located on the top-right corner.

Click Settings.

From the options on the left side, navigate to Privacy & Security.

Step 2. Manage “Enhanced Tracking Protection” Settings

Firefox’s default setting is to enable “standard” tracking protections, which includes blocking third-party cookies. You do not need to take any further action to enable “standard” tracking protection.

If you wish, you can select “Strict” tracking protections, which blocks more activity but may also affect website functionality. Alternatively, you may customize the tracking protections you want to apply by selecting “Custom”.

2. How to Turn on the Global Privacy Control (GPC) Signal

Sends a signal to websites you visit requesting that they not sell or share your personal data, or use it across contexts for targeted advertising.

Note: In some U.S. jurisdictions, companies are legally required to honor the GPC signal.

Step 1. Navigate to Privacy Settings

While using your Firefox browser, click the three horizontal dashes located on the top-right corner.

Click Settings.

From the options on the left side, navigate to Privacy & Security.

Step 2. Turn on Global Privacy Control Signal

Scroll down in the “Privacy & Security” settings options until you see “Website Privacy Preferences.”

Select “Tell websites not to sell or share my data” to enable the Global Privacy Control signal.

3. How to Manage Cookies and Site Data

You can manually remove data that websites have already stored on your Firefox browser, including cookies. However, removing this data may also log you out of websites and affect website behavior. To manually remove website data:

Step 1. Navigate to Privacy Settings

While using your Firefox browser, click the three horizontal dashes located on the top-right corner.

Click Settings.

From the options on the left side, navigate to Privacy & Security.

Step 2. Manage Cookies and Site Data

Scroll down to Cookies and Site Data.

If you wish, you can clear all existing cookies and other site data by clicking Clear Data. 

Note: Taking this action will delete all existing third- and first-party cookies as well as any other site data stored on your browser. It will likely result in you being signed out of all websites you have logged into.

Alternatively, you can choose specific cookies or other site data to remove by clicking Manage Data.

4. Additional Resources