Sorry I’ve been incommunicado, but it’s been crazy times at AdMonsters. However, there was a big piece of news last week directly related to our little group – Microsoft IE10 was released and it’s got DNT set on from the get-go. Most of the online advertising community was (understandably) pretty upset.
It’s a big big deal because (according to StatCounter) around 40% of US browsing is done on IE. That doesn’t mean tomorrow 40% of the Internet population will be untargetable (though that is a long-term worst-case scenario) as IE10 will take time to filter out.
We could debate motives of the move all day and night. I can see why Ryan Singel of Wired thinks it’s a shot at Google’s targeted advertising business. From what I understood from our meeting with Aleecia MacDonald, publishing and advertising operations within the same company must be kept separate – that is, Microsoft Advertising cannot use data collected by Microsoft sites. So there shouldn’t be a “first-party” advantage, as I’ve seen suggested by others – however, perhaps I’m in the wrong here… Was that the way you guys saw it?
Really, what we should discuss is –
- How will this move affect publishers like yourselves?
- Are you/can you prepare for the consequences of this move?
- And is this a wise play by Microsoft? The guidelines around DNT are still under heavy debate; plus the DAA is threatening to ignore DNT requests from IE10. Is the future of DNT in jeopardy?
I’d love to hear your thoughts. Also, I am trying to attend a private town hall meeting on DNT with the IAB and Aleecia; If I can go I’ll report my findings here. Is anyone else going to attend?