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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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Proof
By rbuszka on 6/4/2012 3:05:02 PM , Rating: 2
This news story is proof that "Do Not Track" will be meaningless, and will not stop anybody from tracking anybody else. If it's enabled by default on Windows devices, that will simply be more encouragement for online advertisers to render it ineffective by circumventing or ignoring it entirely.

Even if Do Not Track receives the force of law, the law itself will most likely be rendered toothless by entrenched lobbying interests that can already ghostwrite custom-tailored bills like SOPA, PIPA, and CISPA . I'm sure if these same ad-supported media entities were actually proposing "Do Not Track" in the first place, for the purpose of maintaining a controllable legal ecosystem for themselves through passage of the bill, they'd still be hailed as heroes (!) of privacy civil liberties by the media even as they safeguarded their own ends.

The only true response to invasive online tracking and marketing efforts is to vote with your feet (or your mouse) and prefer in-person, brick-and-mortar transactions, in cash or hard currency, and consider the extra amount you might possibly spend in doing so to be the price paid for the luxury of a private lifestyle.




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