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In a piece for ADWEEK, Microsoft’s Rik van der Kooi discusses the company’s decision to make do-not-track the default in its latest version of Internet Explorer. The setting will alert websites by default that users do not wish to be tracked, unless users opt in. Though critics alleged the move pits Microsoft against advertisers’ success, van der Kooi says the company is “not retrenching on our commitment to build a leading advertising business” and argues consumers want more visibility into how their data is used. In doing that and building their trust, consumers will in fact be more willing to share valuable data about themselves, he says. Recently, Apache announced it will override the settings.
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