Microsoft announces that the newest installation of Internet Explorer (10) will have Do Not Track (DNT), which follows browsers Mozilla FireFox and Google Chrome that have this security feature as a default setting. Do Not Track is a movement to stop advertisers from tracking user behavior from their computers and mobile devices.
Dean Hachamovitch, head of Internet Explorer, said “This decision reflects our commitment to providing Windows customers an experience that is ‘private by default’ in an era when so much user data is collected online.
“We think it is progress and that consumers will favor products designed with their privacy in mind over products that are designed primarily to gather their data.”
However, Microsoft appears to have an anterior motive. IE has been declining in browser market share, as well as their growing feud with Google over their online advertising dominance makes it a fairly easy choice for Microsoft to enable the DNT security setting.
By adding the Do Not Track, Microsoft is also alienating the very companies that advertise through them. It is evident that Microsoft (and Google, too) have no problem taking advertising money, but does not want to help their advertisers’ websites.
So why do marketers need to track user behavior? What do they use it for?
Online advertisers use user tracking behavior to apply relevant ads to what users are searching for on the Internet. This creates an easier user experience to allow users to find websites that has relevant information to their search inquiries.
SEO specialists use keyword tracking to find search terms users are using when looking for their client’s website. From that information SEO’ers can change keyword strategies to find more relevant key terms to try to rank for.
By not allowing marketers to track user behavior makes it more difficult for users to find the websites that they are searching for. Search will now be harder and more arduous for users. It will take more time to find relevant sites to find information, and to companies like Google, and now Microsoft, will take your money but won’t get your website found.