Do Not Track default feature in IE 10 makes Internet ad group unhappy

The launch of the Windows 8 Release Preview on Thursday also came with a new version of Internet Explorer 10. As we reported on Thursday, Microsoft had made the decision to put in the Do Not Track feature in IE 10 as the default for its users. Microsoft called this new move an "important step in this process of establishing privacy by default, putting consumers in control and building trust online."

As it turns out, not everyone is happy about this decision. The Digital Advertising Alliance has issued a press release that expresses concern over this move. The DAA, described as "a coalition of the nation’s leading media and marketing trade associations and companies" said that back in February it had committed to an agreement that would honor browser data collection settings but also supported giving the consumer the choice about how companies collect information from their web browser.

The DAA claims that Microsoft's decision to put in Do Not Track as the default setting for IE 10 on Windows 8 could "undermine" the balance of self regulation by ad companies combined with offering consumers the choice of whether or not to block data collection. It added:

The DAA is very concerned that this unilateral decision by one browser maker - made without consultation within the self-regulatory process - may ultimately narrow the scope of consumer choices, undercut thriving business models, and reduce the availability and diversity of the Internet products and services that millions of American consumers currently enjoy at no charge. The resulting marketplace confusion will not benefit consumers, and will profoundly impact the broad array of advertising-supported services they currently enjoy.

Source: Digital Advertising Alliance

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43 Comments

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vhaakmat said,
Hahaha.. I bet Google is their biggest sponsor

For a double benefit; screwing over MS and obviously knowing what you have been up to.

Excellent. Sick of this advertising. First it was "Tracking Protection" in IE9 and now this feature in IE10. Thank you MS and hats off. Since IE9 tracking feature, my browser presents clean web sites. When I look them upon this elsewhere all the rubbish appears on the top, both sides, and the bottom.

jaffers said,
Excellent. Sick of this advertising. First it was "Tracking Protection" in IE9 and now this feature in IE10. Thank you MS and hats off. Since IE9 tracking feature, my browser presents clean web sites. When I look them upon this elsewhere all the rubbish appears on the top, both sides, and the bottom.


the horror, then don't use other browsers if you don't like all that rubbish

Frankly, I don't think it's fair - it's one of those things that users clearly have to be able to choose, but why not make it 'a first first run time' choice?. There are many people who don't care about ads but also wouldn't bother to turn such a feature on manually.

The move is more of a PR move and a middle finger to Google than anything. The DNT header has to be supported by the sites themselves. If you enable it by default on what will most certainly be one of the most widely used browsers, advertisers simply won't honor DNT.

This is my concern as well.

The only real solution is to have adblocking that does not allow communicating with the Ads servers in the first place.

zaidgs said,
This is my concern as well.

The only real solution is to have adblocking that does not allow communicating with the Ads servers in the first place.

No need to use third party ad-blockers. IE9 has builtin feature. Use tracking protection of IE9. So much filth is stopped by using it and all tracking cookies are killed.

When I checked my history cache on google after a few days of cleaning . There was noting there. Wow! Microsoft

If you are not aware read about IE9 tracking protection feature and start using it. There is even a list that kills google tracking itself.... All within the main browser, no plugin, no third party.

jaffers said,

No need to use third party ad-blockers. IE9 has builtin feature. Use tracking protection of IE9. So much filth is stopped by using it and all tracking cookies are killed.

When I checked my history cache on google after a few days of cleaning . There was noting there. Wow! Microsoft

If you are not aware read about IE9 tracking protection feature and start using it. There is even a list that kills google tracking itself.... All within the main browser, no plugin, no third party.


or just enable it and itll update accordingly. google is one of the first it stops default is 'if displayed on 10+ different websites, add to blocklist'. you can lower this amount.
this self learning adblock/trackprotection is just amazing. Adblock for FF aint got nothing on it

Ads in general.... Started off selling spots on free over the air tv and radio. (I'm fine with that I'm not paying for anything)
cable comes along you pay for it sold as "comercial free entertainmen"t... ( what happend to that) We still pay for it and we get advertisments that is what.
DVD's ... why do I have to sit through 15-20 mins of promos before I can watch the move I paided for.
Music CD hey there it is one thing left where if I pay for it I can listen to just what I purchased. How long is that going to last? soon they will be adding 10sec spots to the front of all your purchased music.

In short.. If I pay for it I do not want anyone trying to sell me anything. If I got it for free then hey it is my choice to listen, watch or give information go ahead and advertise.

With that said you don't pay to visit most sites so I guess track away but on shared computers its just a waste of time and if your like me I blow away all cookies and history on exit from all the browsers I use.

Come up with a better method like how about you pay me to install a tracking system on my pc by my choice with my login then you can really get to know what I might be interested in but only if you pay me

Sadelwo said,
If it means less rougue av installs on computers who cares what they think.

Why would a "I don't want your cookies, thanks" flag in your browser prevent the stupidity of users who click "Allow" on every prompt they see?

And nary a sh*t, nor a d*mn, nor a f*ck, flying or otherwise, was given that day.

I have no issue with ads in general, but I find their tracking and invasion of my privacy totally unacceptable.

So, ad firms feel butt-hurt about a major browser maker enabling privacy protection in their new browser
by default? In other news: Pope believed to be Catholic, and grizzly bears seen s**tting in the woods.

DJGM said,
So, ad firms feel butt-hurt about a major browser maker enabling privacy protection in their new browser
by default? In other news: Pope believed to be Catholic, and grizzly bears seen s**tting in the woods.

ad firms do things backwards. They need to have the governments read all the ads and pay for them while we should not have to do anything. and stop forcing your junk into Windows apps. i have auto updates turned off of most users system except a few things like WU and flash(it won't be long till adobe starts doing it again) Java auto updates always offers junk on users. Linux don't have this problem yet Winbloz doez.

Did you guys read about this? Even if you're not on a Twitter page, but the page has a twitter button, you're information is still collected for twitter to use just because the button is on the page. That is a serious violation of privacy boys and girls. twitter has enabled DNT to prevent this but what about all the other buttons?

notta said,
Did you guys read about this? Even if you're not on a Twitter page, but the page has a twitter button, you're information is still collected for twitter to use just because the button is on the page. That is a serious violation of privacy boys and girls. twitter has enabled DNT to prevent this but what about all the other buttons?

If a webmaster embeds part of the twitter service onto their page, a twitter button in your example, of course this is going to give twitter's site information about your browsing.

FloatingFatMan said,
Attn Ad Agency. Go stick your heads in a pig.

and unclog your weiners with all that crap that you got stuffed up in there for soo long. lol

This is one of the changes made to Windows 8 that I do support. Users should be aware of being tracked for advertising purposes.

Imagine some guy coming in to your house, uninvited, placing a bunch of hidden cameras everywhere - included bedroom and bathroom.
Then a few weeks later, trying to sell your underwear based on your current underwear texture and shape preferences.

_heracles said,
Imagine some guy coming in to your house, uninvited, placing a bunch of hidden cameras everywhere - included bedroom and bathroom.
Then a few weeks later, trying to sell your underwear based on your current underwear texture and shape preferences.

Your comment just made my day and gave a good laugh as well.

notta said,
I still don't think Chrome even has this feature yet. Firefox has it though.

If I recall (someone correct me otherwise) it's available as an optional addon. Think I saw it when I was last checking to see if Chrome has grown on me yet or not a few weeks back.

Max Norris said,

If I recall (someone correct me otherwise) it's available as an optional addon. Think I saw it when I was last checking to see if Chrome has grown on me yet or not a few weeks back.

Opera 12 comes with it turned on by default although how good it is is really dependent upon websites honoring the request to not track

notta said,
I still don't think Chrome even has this feature yet. Firefox has it though.

Chrome wont have this; Google needs your data

bogas04 said,
Funny how there is no mention of Mozilla here

It's not on by default, and websites do not have to comply with it AFAIK.

bogas04 said,
Funny how there is no mention of Mozilla here

because Mozilla's implementation is pure crap, and not even on by default

Enron said,
In other news, thieves are unhappy because people leave their doors locked by default.

E:os/400

That's about the best comment I have read in a long time.

Enron said,
In other news, thieves are unhappy because people leave their doors locked by default.

E:os/400

I don't think this is an accurate analogy, Do Not Track is just a flag that gets sent to servers, it's up to advertisers and analytic companies to choose to respect it or not.

A more accurate analogy would be a hotel hanging "Do Not Disturb" signs on every doorknob of their hotel rooms by default.