Yahoo Dings “Do Not Track” Default (And Search Partner Microsoft)

In a post today on its policy blog, Yahoo took aim at Microsoft’s controversial “Do Not Track” default in its Internet Explorer 10 browser.

Said Yahoo in a post titled “In Support of Personal Experience”:

“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.”

Thus, Yahoo “will not recognize IE10’s default DNT signal on Yahoo! properties at this time.”

Such a move should make Yahoo very popular with advertisers, most of which are publicly and privately decrying the Microsoft effort for their browser having advertising targeting and tracking turned off by default.

In fact, Yahoo’s statement of no-default-respect pretty much tracks on what the Digital Advertising Alliance, which represents thousands of major marketers, said recently, as well as the Association of National Advertisers.

Both those groups and many others are seeking to kill DNT.

According to sources, the impetus for the Yahoo decision was CEO Marissa Mayer, a former Google exec.

Interestingly, Google recently added DNT support to the latest version of its increasingly popular Chrome browser developer build.

And the third major browser, Mozilla’s Firefox, also offers a DNT product as a key feature.

Right now, Mayer is in discussions with the software giant about improving the weak results of its search advertising partnership, too. This should make those talks much more interesting.

In fact, in a longer privacy post today, titled “Privacy and Technology in Balance,” Microsoft’s general counsel Brad Smith noted:

“Just because the signal is turned on doesn’t mean that a consumer wants no services that involve tracking. It means instead that consumers are empowered to make their own choices, including selecting services that involve tracking from advertisers and ad networks they trust.”

Here’s the whole post, and here is a really good New York Times piece on the controversy, including talks taking place via an international group working on global DNT standards, called the World Wide Web Consortium: