In Windows 8, IE10 sends a “Do Not Track” signal to Web sites by default. Consumers can change this default setting if they choose. This decision reflects our commitment to providing Windows customers an experience that is “private by default” in an era when so much user data is collected online. IE10 is the first browser to send a “Do Not Track” (DNT) signal by default.
By changing the default Do Not Track setting in IE 10, we are broadening our commitment to providing consumers a great experience in Windows. And in the event companies don’t respect the Do Not Track signal, IE 10 will continue to include Tracking Protection list support to help consumers block unwanted tracking with two clicks. While some people will say that this change is too much and others that it is not enough, we think it is progress and that consumers will favor products designed with their privacy in mind over products that are designed primarily to gather their data.
You can read more about other actions underway with DNT here.
This was posted to the Internet Explorer blog on May 31, 2012. IE 10 is essentially blocking marketers and advertisers from gaining the information that they need in order to reach their target audience. Marketers are obviously not happy about this, but what about consumers? Do you want your Facebook page to be full of ads for products you are not interested in? Do you want your Google search to recommend the best sites for you? Sure people want their privacy, but they also want a personalized online experience.
Technology that prevents advertisers from following your online footprints has been around for a couple years, but Microsoft became the first browser maker to turn that feature on as the default setting.
The next version of Internet Explorer, called IE10, will force users to opt-in if they want to be tracked by ads. In the current version of Microsoft’s browser, as well as other Web browsers like Google’s Chrome and Mozilla’s Firefox, “do not track” is an option that users need to turn on themselves.
If you had the choice would you opt out of being tracked? If the situation was reversed, would you choose to opt in? As a marketer how do you think this will change advertising? Do you think others will follow in Microsoft’s footsteps?