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.
