Yesterday, both Mozilla and Google introduced new browser features capable of preventing third-party advertisers from tracking Firefox and Chrome users, respectively. And, while both services aim to give users greater control over their online information, they operate in noticeably different ways.

Mozilla’s new system alerts third-party advertisers and companies whenever a Firefox user doesn’t want to be tracked. Once a user activates the feature, every third-party service attempting to track his behavior will receive an alert, in the form of a ‘Do Not Track HTTP Header.’ As a result, users will get a steady diet of more generic, less personalized ads. The only caveat, however, is that Mozilla’s mechanism relies upon the cooperation of third-party tracking companies.