As the digital era looms on, every user’s concern is over privacy.  It seems every gadget we use gives away our data, like web activities or location, and worse, even our e-mail addresses and other personal information.

Some may argue that you can prevent your data from being acquired just by simply turning off a few of your browser’s functions.  But the question is, is everyone aware of this?

Mozilla’s Firefox browser was the first to offer a “Do not track” option wherein the browser sends a signal to advertisers that the user chooses not to be tracked.  This limits advertisers’ ability to send targeted ads or any other ads to the user.  Mozilla gave their users the power to make that choice affecting their user experience.

But last week it was mentioned in a post on the IEBlog that Internet Explorer 10 will ship with the “Do not track” option turned on by default, and the user would be the one to turn it off if he wishes to “to help consumers protect their privacy.”

Pro Users

In 2010, the Federal Trade Commision called on people from the technology and advertising industries to create a uniform and easier choice mechanism for consumers in opting in or out of targeted advertising.

In February 2011, Microsoft released IE9 equipped with the DNT signal, which was shipped turned off by default like Mozilla’s Firefox.  It also came with the Tracking Protection Lists (TPLs) which provide consumers with a powerful tool to manage their privacy and are only available in IE.

Brendon Lynch Chief Privacy Officer of Microsoft explained in his blog post their decision to have DNT on by default.

“[W]e believe in putting people first. We believe that consumers should have more control over how information about their online behavior is tracked, shared and used. Online advertising is an important part of the economy supporting publishers and content owners and helping businesses of all shapes and sizes to go to market. There is also value for consumers in personalized experiences and receiving advertising that is relevant to them.

“Of course, we hope that many consumers will see this value and make a conscious choice to share information in order to receive more personalized ad content. For us, that is the key distinction. Consumers should be empowered to make an informed choice and, for these reasons, we believe that for IE10 in Windows 8, a privacy-by-default state for online behavioral advertising is the right approach.”

Rep. Edward Markey (D-Mass.), co-chair of the Bi-Partisan Congressional Privacy Caucus, stated his approval of Microsoft’s choice but added that in the future, he hoped that DNT would also mean Do Not Collect – as in do not collect user information so comsumers will be protected from both targeted advertising and the unnecessary collection of their personal data.

Anti Advertisers

Though future IE10 users may be rejoicing with that news, advertisers aren’t taking the news quite well.  The Digital Advertising Alliance, the group that represents advertisers, was quick to give their reaction regarding Microsoft’s decision stating that,

“The DAA is very concerned that this unilateral decision by one browser maker – made without consultation within the self-regulatory process – may ultimately narrow the scope of consumer choices, undercut thriving business models, and reduce the availability and diversity of the Internet products and services that millions of American consumers currently enjoy at no charge.”

By turning on DNT by default, Microsoft is not giving users the freedom to choose, they are forcing the users to have them on by default.  And since not everyone gives a hoot about the little things that go on in their browsers, they may not even know what DNT is or what it’s for.

“Our commitment we made to the White House, the FTC and the public was that we would adhere to a default opt-out standard and we’re in the process of figuring out the details,” said Stu Ingis, general counsel of the DAA and a partner at Venable. “Microsoft’s move isn’t reflecting consumer choice, it’s one browser company making a unilateral decision that is not good for consumers.”

Linda Woolley, acting president and CEO of the Direct Marketing Association and a member of the DAA, also stated that having DNT on by default is not only bad for advertisers but for consumers as well, as “it deviates from widely-accepted responsible industry practices and undercuts consumer choice.”

There will always be two sides to every story, and then there’s the truth.  In this case, it’s the consumer’s truth. So let’s look at it this way, advertisers argue that tracking is needed and by not allowing it, Microsoft is disrupting the ecosystem.  But if tracking is so important, even if DNT is turned on, won’t consumers turn it off eventually?  Advertisers know that once DNT is turned on, it will never be turned off, and that’s why they’re pissed at Microsoft.