"The Digital Advertising Alliance (DAA), a coalition of the nation’s leading media and marketing trade associations and companies, raised concern today about Microsoft’s decision to embed Do Not Track functionality as a default setting in version 10 of its Internet Explorer browser," the DAA said in a statement.
The DAA is made up of the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI).
The statement adds, "Advertising has always been about connecting consumers to products and services that are likely of interest to them," said 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 [by Microsoft], however, threatens to undermine that balance, limiting the availability and diversity of Internet content and services for consumers."
In Wired’s news story about the Microsoft move, it said, "Do Not Track doesn’t attempt to block cookies — instead it sends a message to every website you visit saying you prefer not to be tracked. That flag is currently optional for sites and Web advertising firms to obey, but it’s gaining momentum with Twitter embracing it last week."
The Wired story quotes Microsoft as saying, "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."