Microsoft Takes On the Ad Industry
IT’S A CLASSIC physics question: What happens when an unstoppable force meets an immovable object? In this case, the unstoppable force is the online advertising industry, which earns its bread by tracking consumers’ click-by-click behavior and using that data to display targeted ads. The immovable object is Microsoft, whose upcoming Internet Explorer 10 browser in Windows 8 makes tracking an option, not the default. Tracking is the latest battlefield in the privacy wars. (See Mark Sullivan’s sobering “Data Snatchers! The Booming Market for Your Online Identity” on page 77 for details on how your personal data is collected, shared, and sold.) In fact, tracking has become so troubling that the Obama administration ordered the ad industry to devise a plan to protect consumers. The Digital Advertising Alliance, an industry coalition, responded by…