Voice: To Track, or Not to Track

[Commentary] A new world -- the age of “digital enlightenment,” if you will -- is fast approaching and is informed by two dynamics: The amount of online data being collected online is exploding; and the unprecedented capability of creating relevant, user-centric advertising experiences. Despite these developments, there is a lack of understanding among consumers and other groups as to how data is being retained and used. Recently, Microsoft cast a spotlight on this “old versus new” paradigm with its decision to turn on “Do Not Track” (DNT) in the new Internet Explorer 10 browser that is shipping later this fall with Windows 8. This means websites will be automatically alerted that users don’t want to be tracked when they visit unless the customer chooses to adjust the DNT setting. Microsoft’s decision to turn on DNT in IE 10 created angst among advertisers and industry associations when it was announced. Numerous media outlets debated whether Microsoft was “for” or “against” advertising, and even whether DNT means the end of online advertising as we know it.
[Rik van der Kooi is corporate vp of the Microsoft Advertising Business Group]