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Microsoft says DNT tech on by default is a milestone

Microsoft announced yesterday that Windows 8 had reached Release Preview. Microsoft also said that Internet Explorer 10 in Windows 8 would run Do Not Track (DNT) by default. That Do Not Track technology allows users to surf the web without worrying that ads will track where they go after they leave that site.
 
Microsoft calls running the DNT technology on by default a milestone the effort to advance trust and privacy online. IE 10 will be the first browser with DNT on by default. Internet surfers, however, will be able to turn off the DNT technology if they want.
 
Microsoft says the idea for its DNT technology was in part from the FTC report issued in December 2010 that called on technology and advertising companies to create a comprehensive consumer choice mechanism for online behavioral advertisement targeting.

 
Microsoft subsequently added DNT technology to Internet Explorer 9 in February 2011.
 
Microsoft does note that in addition to the DNT technology for IE 10, the browser will also have the Tracking Protection Lists capability featured in IE 9. Microsoft also notes that having a browser that supports DNT is only part of protecting consumers. Websites also need a common understanding of what the consumer wants when the site detects the browser DNT signal.
 
According to the software giant, as of now there is no agreed definition of how to respond to a DNT signal sent from a browser. Microsoft plans to help push for an agreed definition in the industry by using its position in the advertising industry and software industry to push for clear definition of to respond to a DNT signal.
 
Microsoft also notes that its own advertising arm intends to treat a DNT signal as an opt-out of behavioral advertising. Oddly, Microsoft's advertising does not currently respond to a DNT signal, but the company says it is actively working with other advertising industry leaders on an implementation plan. 

Source: Microsoft



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Everything to do with Google
By aurareturn on 6/1/2012 2:06:53 PM , Rating: 2
This has everything to do with Google - the online advertising monopoly. It's a huge slap in the face of Google which depends on tracking to improve their click through rate of their ads.

If Google can't track what you are doing online, then their ads are far less effective and their revenue/publishers will suffer.




By mindless1 on 6/3/2012 1:47:54 PM , Rating: 2
Not necessarily. While Google may not know with precision the name of someone behind a particlar IP #, they need no cookie to build up a profile based on the times, types of sites and particular page you visit - they are pulling files from Google for not just advertising but tracking, google has your IP as pulling things from them and is running scripts too.

On THIS DT page you are reading, you may be running
http://www.google-analytics.com/urchin.js
http://www.google-analytics.com/ga.js
https://apis.google.com/js/plusone.js


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