This is the summary of an article by David Wolinsky. It talks about how the Do Not Track Feature has become a default browser setting in Internet Explorer, and sends out a signal to advertisers that users don’t want to be tracked. This new development can be seen as either an advantage or disadvantage, depending on which end of the advertising process one is in.
As an entrepreneur, one must know how to manage the fact that with Do Not Track, it’s harder to track and target potential consumers. Here’s the link to the original behavioral targeting article: How Internet Explorer 10’s “Do Not Track” Option Affects Your Marketing.
In recent months, the “Do Not Track” (DNT) option on Internet Explorer has been the subject of much speculation and debate. In a nutshell, it offers a means to protect the privacy of a PC user. Consequently, it also entails possible effects to the entrepreneur, who conducts behavioral marketing and gathers information about potential customers online
A Move to Protect Privacy
The DNT feature basically works this way: each time a person goes online, a message is sent to every Web site that he or she visits. The message indicates that the user does not want to be tracked. In other words, he or she is not willing to give information about his or her online activities. The feature is available on Internet Explorer, a browser that is made and constantly updated by Microsoft.
Initially, it was reported that DNT would be switched on by default. However, this was taken back quickly, meaning that the feature would not be automatically switched on when a person logs in using Internet Explorer. In addition, DNT was also considered as a move to try and weaken Google, who gains much of its revenues through online advertising and tracking.
What DNT Means to the PC User
According to Bob Peck, who is a senior front-end developer for Omnicom, the DNT protects computer users, particularly those who are not tech-savvy, from online “threats.” Put simply, it serves as a way for the PC user to maintain his or her privacy. Indeed, regardless of whether or not the feature is switched on or off by default, the fact is people are now more aware and empowered to protect their information by choosing to turn it on.
Possible Effects to the Business Owner
If more and more PC users should choose to use the DNT feature, this means that it will be more difficult for business owners to track and target people online. But then again, it depends on the size of the business and how it conducts marketing.
Elizabeth Coker, who is in charge of 3P Mobile’s marketing and sales operations, observes that DNT would not really have an effect on small businesses, that is unless they are performing tracking activities illegally or without permission. Likewise, Sprouse Marketing Group President and CEO, Mike Sprouse, thinks that smaller businesses should focus on strategies other than behavioral marketing, especially since online ads are usually expensive.
On the other hand, Ben Piper, a consultant, explains that even though start-up businesses may not be greatly affected by DNT at present, it should still be aware of the feature, its legislation, and how it may affect their marketing activities.
Regardless of the size and nature of the business, learning about the DNT feature is essential to every entrepreneur. As long as they are aware of these emerging options for PC users, business owners can still successfully conduct marketing in various ways, both online and offline.