Yahoo has stopped honoring Do Not Track settings in browsers as of May 1, which means web users can no longer opt out of the reach of advertisers seeking to provide targeted ads. Lack of industry standard and a desire to provide a “personalized web experience” were given as reasons for the move.

In a statement, Yahoo attempted to reassure users that it values privacy. “We encourage our users to tailor their online experience through the variety of privacy tools we offer within our own platform, accessible via our Yahoo Privacy Center,” the company said in a blog post.

“We fundamentally believe the best web is a personalized one,” the post continued. “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. 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.”

Federal legislation to “mandate the setting stalled in Congress last year,” The Verge reported.

Microsoft first rolled out Do Not Track settings in 2012 and Google’s Chrome browser supports them but “also doesn’t respond to ‘do not track’ requests,” The Drum reported. Facebook does not support them outright.

Yahoo’s move essentially overrides any Do Not Track privacy settings in most browsers. It allows advertisers to access and analyze Yahoo users data to target advertising. The Drum reports the decision may be linked to a decrease in Yahoo’s display advertising business.