- December 20, 2010
- Posted by: Seth Heyman
- Categories: Internet Law, Marketing & Advertising Law
On December 7th, Microsoft announced that it will be adding a tracking protection feature to Internet Explorer 9. In particular, Microsoft promises that:
- IE9 will offer consumers a new opt-in mechanism (“Tracking Protection”) to identify and block many forms of undesired tracking
- “Tracking Protection Lists” will enable consumers to control what third-party site content can track them when they’re online.
The FTC applauded Microsoft’s decision and called for other browser makers, like Mozilla, Google and Apple, to add a similar feature. Until they do Microsoft may be able to lure back people with the promise of a more private browsing experience. Is Microsoft’s move the beginning of the end of behavioral advertising?
I think not, in light of the fact that the online behavioral advertising industry is in its infancy, and growing pains are inevitable. This and other changes do not represent the beginning of the end, but rather the end of the beginning. In either event, anyone in the behavioral advertising space should take heed and prepare for the inevitable change.