Online behavioural advertising is facing death by a thousand cuts after leading web browser Mozilla confirmed its latest update will follow Microsoft’s lead by coming with a ‘do-not-track’ feature already turned on.
Microsoft has ignored pleas by many of the world’s top advertising networks – including WPP and Publicis – to change its DNT settings in the latest browser update, Internet Explorer 10, which is being rolled out this month.
Critics maintain that DNT could trigger a rise in scatter-gun marketing, as well as upset the balance of the Internet as many services currently available free of charge will no longer be funded. Most web browsers support DNT but it has to be activated by the user; it allows web surfers to opt out of being tracked by online advertisers and websites, as well as analytical services that they do not visit.
Microsoft and Mozilla users will now have to physically turn DNT off, potentially wreaking havoc with the multi-billion pound behavioural ads market.
The move has sparked a call from UK client trade body ISBA for Mozilla to rethink its plans.
ISBA’s marketing services manager David Ellison said: “If Mozilla goes ahead with its plan to block third party cookies it will drastically damage the online journey by reducing the Internet content and offerings that such advertising supports, harming consumers, hurting competition, and undermining innovation.
“Removing the ability of businesses to track behavioural ads will make targeted marketing more difficult, leading to a scatter gun approach; with users being served irrelevant ads.”
Despite concerns from legislators – both in Brussels and Washington – the online ad industry has managed to prevent tracking browser activity from being regulated by law. So far, a self regulatory code of practice – the ad icon supported by a website in Europe – has kept the lawmakers off their backs.
But Microsoft and Mozilla are breaking ranks with the rest of the industry, with some observers claiming the they are trying to gain the higher moral ground, in protecting users’ privacy.
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