Say It Ain’t So, Microsoft!

Last week, Microsoft announced features of its to-be released Internet Explorer 10, which will launch as part of Windows 8.  One feature in particular, has been making headlines, the “Do Not Track (DNT)” feature.  Microsoft has opted to default the DNT feature to “on,” upsetting some using behavioral targeting as a basis for ad targeting as well as inciting conversations about the reasons behind Microsoft’s programming choice. 

Microsoft claims this move is a result of their desire to protect consumers’ privacy, saying “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 (Clay, 2012).” 

However, onlookers are quick to point out that Microsoft may be trying to affect Google’s bottom line, blog contributor for Forbes, Kelly Clay, even goes so far as to say, “With IE10, Microsoft is intending to both be creating a better browser than Google Chrome, and trying to squash Google’s entire business model by turning on “Do Not Track” by default (Clay, 2012).”  The reason for the accusations is that Google enjoys a large amount of ad revenue coming from the ability to target ads to consumers based upon information collected about them during browsing sections.  Microsoft does not have as much ad revenue generated in this fashion.  VentureBeat contributor, Tom Cheredar, writes, “Reading between the lines a bit, it’s easy to see that this move will clearly win over some of Microsoft’s customers. And even if its advertising revenue suffers in the long run, Microsoft isn’t a company that’s entirely reliant on its ad business. One of Microsoft’s major competitors, Google, can’t say the same (Cheredar, 2012).”

I personally have mixed feelings about this phenomenon.  While I don’t necessary like the thought of being tracked all the time (it feels a bit stalker-esque when I put a lot of thought into it), I do appreciate seeing advertisements that cater to my interests and behaviors.  I also see this situation from a marketer’s point of view and know how frustrating it already is to see “not provided” in my Google Analytics results. 

The timing of this announcement causes concern for some.  “The change could also threaten the still-nascent privacy standard, and prompt an ad industry revolt against it…the change could backfire by undermining the loose coalition working to create a standard, in the web’s usual, messy, multi-stakeholder way (Singel, 2012).”

In any case, it is clear that many people in the marketing industry are frustrated with the default feature and that numerous onlookers are guessing that Microsoft is trying to slow down the progress of Google.  One this is for sure…a move like this will certainly shake things up!

References

Cheredar, T.  (2012, June 1).  Microsoft has more to gain than lose from IE10’s default ‘Do Not Track option.  VentureBeat.  Retrieved June 4, 2012, from http://venturebeat.com/2012/06/01/ie10-default-do-not-track/

Clay, K..  (2012, June 4).  Is Microsoft going after Google with IE10?  Forbes.  Retrieved June 4, 2012, from http://www.forbes.com/sites/kellyclay/2012/06/04/is-microsoft-going-after-google-with-ie10/

Singel, R.  (2012, May 31).  In ad network nightmare, Microsoft making ‘Do Not Track’ Default for IE10.  Wired.  Retrieved June 4, 2012, from http://www.wired.com/threatlevel/2012/05/ie10-do-not-track/