Ad companies continue to ignore do-not-track signals

Apr 26, 2013 07:51 GMT  ·  By

Microsoft’s Do Not Track option implemented in Internet Explorer continues to draw criticism around the world against the Redmond-based tech giant, especially because Mozilla too has equipped its browser with a similar option.

The difference is that Microsoft wants to keep Do Not Track turned on by default all the time, while Mozilla gives users the option to enable it after installation. 17 percent of Firefox users have already turned it on, General Counsel Harvey Anderson told a Senate committee according to a report by MediaPost.

One of the problems, on the other hand, is that most ad networks are completely ignoring the do-not-track feature. Basically, browsers that are using such a feature are only communicating with servers, telling them that users do not want their details to be transferred.

From now, it all comes down to websites to decide whether they want to honor Do Not Track or not. While Twitter and The Associated Press explained that they plan to respect users’ choices, Yahoo said it would ignore such an option altogether.

Digital Advertising Alliance Managing Director Lou Mastria told the source that Microsoft and Mozilla are both at fault for this decision to ignore do-not-track signals.

Basically, Microsoft’s decision to make Do Not Track always-on hurts advertisers’ businesses, so their only chance is to completely ignore users’ options and continue tracking their data.

Microsoft doesn’t seem to care. Company execs said that IE’s Do Not Track finally puts users in control of the content they load while browsing the web, so such a feature is clearly a must-have for everyone.

“We continue to strive to put privacy first for our customers, while recognizing that providing consumers with more choice and control of their privacy requires strong collaboration with a number of stakeholders. We often have a unique perspective in these discussions: We have billions of paying customers, as well as a thriving advertising business,” Brad Smith, general counsel & executive vice president, Legal & Corporate Affairs, Microsoft, said.