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This study -- showing how companies ignore do-not-track requests -- is just the latest evidence that you should always use ad/tracker blockers in your browser.

This means, among other things, that Chrome is no longer an option now that Google has blocked some blockers.

https://innovation.consumerreports.org/Mixed-Signals-Many-Companies-May-Be-Ignoring-Opt-Out-Requests-Under-State-Privacy-Laws.pdf