The YourOnlineChoices Persistence Plugin is a Firefox extension designed to help users maintain their preferences regarding Online Behavioural Advertising (OBA). By preventing the accidental deletion of cookies that store these choices, the plugin ensures that users' advertising preferences are respected by participating companies in the European OBA Self-Regulatory Programme. This tool is essential for anyone concerned about their online privacy and the use of personal data for advertising purposes.

Once installed, the extension automatically updates as more companies join the OBA programme, requiring no additional action from the user. However, it is important to note that while the plugin helps manage OBA preferences, users may still encounter online ads and data collection for purposes beyond OBA. The plugin’s functionality is limited to Firefox, meaning users must manage their preferences separately on other browsers.