Microsoft Announces Change To “Do Not Track”

Internet Explorer Version 10 will soon be available and when it is, it comes with an update to the “Do Not Track” feature.  Microsoft just announced that when this new version is released, “Do Not Track” will no longer have to be manually enabled by the user; it will be a default setting.   In earlier versions, a user would have to go into their settings to enable “Do Not Track”, now, it will be done automatically.  However, even when “Do Not Track” is enabled, any advertisements on the Microsoft ad network ignore the signals.  What this means to users is that they won’t be tracked by ads on networks OTHER than Microsoft.  It’s interesting that this default “Do Not Track” works to Microsoft’s advantage.

Many groups do not agree with Microsoft making “Do Not Track” a default setting.  They feel that since Microsoft was involved in the development of the “Do Not Track” principles, they should understand that this should be a user preference, not a default setting.  The advertisers who do not agree with Microsoft will probably choose to ignore any “Do Not Track” signals.

For a long time, Microsoft has been trying to compete with Google’s success in online advertising.  At one point, Microsoft even attempted to buy Yahoo in order to boost their success.  Now that “Do Not Track” will become a default setting, there are some in the online advertising industry who claim that this is yet another ploy by Microsoft to damage Google’s status.

The World Wide Web Consortium’s Tracking Protection Group was one that was stunned by Microsoft’s decision.  “Do Not Track” policies are being formed by the Tracking Protection Group.   However, according to Aleecia M. McDonald, Co-Chair of the TPG, they had no idea what Microsoft was planning until the announcement was made.  

Not only is Ms. McDonald the Co-Chair of the TPG, she is also working for Mozilla, part-time, as a privacy researcher.  She feels that the Microsoft announcement is forcing an immediate action on the “Do Not Track” issue.  Mozilla’s Privacy and Public Lead Person, Alex Fowler, is yet another person who rejects Microsoft’s plan.  In his rejection, he references the World Wide Web Consortium’s report that states that in order for “Do Not Track” to work effectively, it must be based on user preference.  In a blog, Mr. Fowler stated:  “If DNT is on by default, it’s not a conversation.  For DNT to be effective, it must actually represent the user’s voice.”   By making “Do Not Track” a default setting, the user would lose control.

However, the concept of “Do Not Track” as a default setting was not rejected by all.  There are some lawmakers and policy-makers who agree that this is a good idea.

Co-Sponsor of the “Do Not Track Kids Act of 2011, Massachusetts Congressman Ed Markey had nothing but praise for Microsoft’s proposal.  He stated that it is “an important first step towards greater privacy protections for consumers.”  He further stated, "It is my hope that Microsoft and other companies will go further in the future, so that Do Not Track also means 'Do Not Collect', giving consumers the ability to say no to both targeted advertising and collection of their personal data."

Jon Leibowitz, a Chairman with the Federal Trade Commission was another who applauded Microsoft’s plan when he stated that it is "yet another step forward in giving consumers choice about their browsing data."  He continued by saying, "Despite this positive development, industry should honor consumer choice not just for receiving targeted ads, but for all tracking other than for expected purposes like security."

The Digital Advertising Alliance (DAA) is the agency that manages the Behavioral Advertising Privacy Program for the digital advertising industry.  They are not in agreement with Microsoft’s “Do Not Track” as a default plan.  A spokesperson for the DAA relayed their opinion that “Microsoft's technology announcement appears to include requirements that are inconsistent with the consensus achieved over the appropriate standards for collecting and using web viewing data (and which today are enforced by strong self-regulation)."  This same spokesperson further stated that Microsoft’s decision was made on a one-sided basis, with no advice or consideration from any other partners in the online ad industry.

Microsoft is a member of both the Digital Advertising Alliance and the World Wide Web Consortium’s Do Not Track Working Group.  As such, they defended their decision in a blog post written by Brendon Lynch, Chief Privacy Officer.  He posted that "Our decision to turn on DNT by default in IE10 for Windows 8 should be seen as part of this discussion, as it helps to provide clarity on one side of the discussion - when and how browsers send the DNT signal - and because it advances the idea of privacy as the default state."  As an answer to why Microsoft advertising doesn’t respond to “Do Not Track” markers, Mr. Lynch further blogged the statement, "Microsoft does not yet respond to the DNT signal, but we are actively working with other advertising industry leaders on what an implementation plan for DNT might look like, with a goal of announcing more details about our plans in the coming months."

Christopher Soghoian, who is a security and privacy researcher, is among many who are of the belief that Microsoft’s plan was solely developed to seriously hurt Google’s advertising.  Mr. Soghoian took the debate to Twitter when he tweeted the statement:   "Do Not Track by default in IE 10 isn't an example of IE competing against Chrome, but Microsoft going for the jugular - Google's ad revenue."   

"Prediction: Ad networks that have already pledged to respect Do Not Track will backtrack for IE10 due to Microsoft enabling it by default" is another tweet made by Mr. Soghoian, while privacy advocate Jim Brock tweeted, "This is doom for a common DNT standard."  

Because of all the controversy, it is hoped that Microsoft will reverse its decision to make “Do Not Track” a default feature.  We will have to wait to see is there are further developments.