Posted by Sheila Shayon on June 1, 2012 05:55 PM
As Microsoft released its new version of the Bing search engine today, it was another browser move that caused a flap. While potentially a win for Microsoft's brand, its consumer-first decision to embed 'Do Not Track' functionality in version 10 of its Internet Explorer browser in Windows 8 — with a default setting in the 'on' position — is "strongly" opposed by the Association of National Advertisers.
The ANA argues that if the decision is implemented in the new product roll out it will harm marketers’ effectiveness in reaching consumers, elevate costs, limit choice by preventing consumers from experiencing interest-based advertising, and undermine self-regulatory efforts of the Digital Advertising Alliance.
“Microsoft’s decision, made without industry discussion or consensus, undercuts years of tireless, collaborative efforts across the business community — efforts that were recently heralded by the White House and Federal Trade Commission as an effective way to educate consumers and address their concerns regarding data collection, targeted advertising and privacy,” said Bob Liodice, President & CEO, ANA. “We reject efforts by any provider or other group to unilaterally impose choices on the consumer in this critical area of the economy.”
“Advertising has always been about connecting consumers to products and services that are likely of interest to them,” added DAA General Counsel Stu Ingis. “While new Web technologies deliver more relevant advertising to consumers, comprehensive industry self-regulation is also providing consumers with meaningful choices about the collection of their data. The Administration and FTC have praised these efforts. Today’s technology announcement, however, threatens to undermine that balance, limiting the availability and diversity of Internet content and services for consumers.”