The ad body which represents Coca-Cola, Unilever, and Ford has joined the chorus of complaints about Microsoft’s new ‘do-not-track’ browser, branding the plans ‘shocking’.
Earlier this year Microsoft revealed that it would automatically impose ‘do not track’ privacy settings in its soon-to-be-launched Internet Explorer 10 (IE10) browser. This means that users will have to change their browser settings in order to enable advertisers to track them online and serve them with targeted ads.
Now the board of directors at US Association of National Advertisers (ANA), a body that represents major global brands, has come out against the scheme.
The big ad networks have already baulked at the plan, with WPP and Publicis chiefs urging Microsoft to change its mind.
In an open letter to top officials at Microsoft, the ANA said the “shocking” plans put content providers at risk because they will lose out from advertising revenue.
“We believe if Microsoft moves forward with this default setting, it will undercut the effectiveness of our members’ advertising and, as a result, drastically damage the online experience by reducing the Internet content and offerings that such advertising supports. This result will harm consumers, hurt competition, and undermine innovation and leadership in the Internet economy.
“ANA’s Board of Directors is very upset that the choice being made by Microsoft is one that will ultimately threaten to reduce the vast array of free content and services available to consumers. That is unacceptable. The result of such a large percentage of data collection being blocked seriously undermines consumers’ interests by potentially diminishing the robust content and services available over the Internet,” it added.
ANA has urged Microsoft executives to engage in “immediate dialogue” with it on the issue in advance of the company’s launch of IE10.
