But now, here comes this announcement: Microsoft will make the “do not track” feature in the next version of its Internet Explorer browser the “default” option when it ships.
This move poses a threat to the efforts of online advertising giants – including arch-rival Google – to track browsing behaviors and serve up relevant advertising – you know, the high-priced kind.
Could it be that Microsoft is doing a Monty Python “I fart in your general direction” number on Google? And how does this move affect the evolving privacy standards in the online realm?
It should be remembered that the “do not track” feature doesn’t actually block tracking cookies. But it does send a message to every website visited, stating the preference not to track.
It’s a request, not a command, but more sites are now honoring the request. Including, importantly, Twitter … which announced in May that it would embrace the emerging privacy standard.
The Federal Trade Commission also backs the new privacy standard, even as the agency has become more hostile to the online advertising industry’s tracking practices. In fact, the FTC has been threatening to advocate for privacy legislation.
Indeed, online advertisers are now walking a fine line in all of this. Ostensibly, they’re supporting privacy policies … but the ones they’re advocating aren’t too onerous on their ability to collect behavioral data.
What’s most concerning to advertisers is the possibility that they may eventually need to change the way they build profiles of users in order to sell premium-priced targeted ads. That’s a nightmare scenario they’re attempting to avoid at all costs.
In this environment, how much of a threat is Microsoft’s move? Potentially big, since it’s likely that ~25% or more of web users will upgrade to the IE 10 product over time – with all of them having the “do not track” feature “on” by default.
Microsoft claims that it’s making the change “to better protect user privacy.” That seems logical on its face – and in keeping with Microsoft’s recent moves to incorporate privacy technologies in its browser products.
But one has to wonder if it’s also one of those “nyah” moments directed squarely at Google.
Because as we all know, there’s absolutely no love lost between these two behemoths.