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Advertisers To Ignore Your ‘Do Not Track’ Settings

One of the techniques that advertisers use to ensure that their ads reach the intended targets is to track the potential consumers. When you visit an online store or click on an ad, your identity will be tagged and you will be tracked wherever you visit. Once the advertisers analyze your behavior, they will tweak their ad strategy according to that. This will increase the chances of converting visitors into customers and the success rate is determined by the ratio of number of people who make a purchase after seeing the ad to the number of people who see the advertisement.

The above explanation highlights how important tracking is for the prospects of advertising companies. However, increase in awareness about privacy has made this task difficult by the day. Companies are however decided to ignore this feature, even if enabled and go ahead with the tracking that they do on a regular basis.

IE 10 Has Do Not Track Enabled By Default

The ‘do not track’ feature is very common in almost all the major browsers of modern day. These include Firefox, Chrome, Safari, Opera, and of course, IE. The option to stop cookies/tracking online is integrated in the source code of the browsers but the usage is left to the discretion of the users. They can either enable it or disable it. This meant that advertising companies had a chance even if it was a very slim one at that to target consumers.

But recently, Microsoft announced that they are doing everything they can to ensure that Windows 8 will be the safest and the most widely used operating system ever released in terms of online privacy. To back up this statement, the latest version of Internet Explorer, IE 10, came with the ‘do not track’ feature pre-enabled. This meant that even if users do not bother about it, online tracking would literally be prevented. This shook some alarm bells in the advertising community and they have now resorted to desperate measures.

DAA Says They Will Ignore The ‘Do Not Track’ Flag

Till date, the advertising community was fairly passive about all the privacy barriers that made their job difficult. But Microsoft’s latest stand on online privacy has given them a feeling that this is the sign of things to come in the future and they have raised their voice against it.

The Digital Advertising Alliance (DAA), which reportedly is a front for more than 5000 organizations in the advertising and marketing niche recently revealed how they will work around this particular barrier. According to the official statement, the company said that they are not honor bound to acknowledge the ‘do not track’ flag and they will choose to ignore it. They added that default enabling of the option leads to confusion and imposition on the users rather than security.

Privacy Experts Quickly Condemn This Move

Experts from leading privacy and IT companies said that this was an attempt by the DAA to strong-arm Microsoft into backing down from their stand on online privacy. They said that this is one of the boldest moves made by an essential services provider to ensure online privacy for everyone without depending on the user for enabling the options. They also added that online privacy is a basic right that all internet users should have, just like any other fundamental right that the constitution dictates.

A privacy official from Microsoft also added that the company has no plans to make any changes and added that they stand by the policy which they have adopted and will continue to do so in the future as well. He rounded off his address to the press by saying that choice and transparency guide their approach towards online privacy. We will have to wait and see how the course of action pans out in the coming days.

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