Yahoo said it will not recognize Microsoft's controversial default 'do not track' signal on its new Internet Explorer browser, which shipped to release with Windows 8 on Friday.
The Internet advertising community has just about had it with Microsoft's decision to set its DNT feature to "on" by default because it undercut an industry pledge to come up with an "opt-in" DNT feature by the end of the year.
"In principle, we support 'Do Not Track (DNT). Unfortunately, because discussions have not yet resulted in a final standard for how to implement DNT, the current DNT signal can easily be abused. Recently, Microsoft unilaterally decided to turn on DNT in Internet Explorer 10 by default, rather than at users’ direction. In our view, this degrades the experience for the majority of users and makes it hard to deliver on our value proposition to them. It basically means that the DNT signal from IE10 doesn’t express user intent," the company wrote in a blog post on Friday.
Yahoo won't be the only company to ignore Microsoft's move. Earlier this month, the Digital Advertising Alliance, the online industry's self-regulatory body for behavioral targeting, said it would not sanction or penalize companies that ignore Microsoft's default settings.