Home of:

Mobile Advertising, Mobile Marketing

On May 31, Microsoft announced that they will ship the next version of Internet Explorer with the Do Not Track (DNT) option turned on by default.  DNT is a browser feature that signals websites not to collect visitor data.  DNT is part of a broader industry initiative by the Digital Advertising Alliance (DAA), a group created by major advertising industry associations and vendors, to self regulate on privacy matters in order to avoid government intervention.


One of the DAA’s major principles is Consumer Control, which asks providers of desktop software and others “to obtain the consent of users before engaging in online behavioral advertising”.  By shipping IE with DNT enabled, Microsoft is rejecting this principle by choosing on behalf of consumers.  This decision disappointed and frustrated the industry, especially since Microsoft was at the White House and praised the legislation when it was adopted.


Reaction to Microsoft’s announcement was fast and fierce.  The Interactive Advertising Bureau said that Microsoft is undermining the industry’s attempt to self regulate, and harming consumer choice.  ClickZ pointed out that Microsoft’s own ad network does not acknowledge DNT, meaning it still tracks users who have, by choice, enabled DNT in their browsers.  Bob Liodice, CEO of the Association of National Advertisers (ANA), asked AdExchanger “Why would you just thumb your nose at the balance of the industry after working collaboratively for so long? This is inconsistent with everything they’ve said and done, and with the commitment they’ve demonstrated as a partner to the industry.”


The biggest problem with Microsoft’s decision is that it effectively kills behavioral ad targeting, which harms advertisers, consumers and publishers.  The decision hurts advertisers by making it more difficult to target the right message to the right consumer at the right time. Meeting customer needs is critical in any business, and learning about customers anonymously though their on-line actions allows advertisers to better serve their customers. The result will be untargeted, irrelevant online advertising, which increases advertiser costs and reduces ad effectiveness.


Microsoft’s decision also harms small ad supported publishers, reduces consumer access to important product information and cuts everyone’s access to ad-supported content.  Without behavioral targeting, contextual ads will dominate, which prevents publishers from effectively cultivating and monetizing a unique brand and audience. Consumers will still see plenty of ads, but for products and services that are irrelevant to their needs.

Leave a Reply


See What People
Are Saying


“T-Mobile was able to delight customers with a fun game that could work across virtually any phone, with Velti making it possible. Velti was great to work with & their commitment to the success of the program was excellent.” - Chad Hodge, T-Mobile USA

Pic Stitch_logo

“The thing I love about Mobclix is its simplicity--sign up & you have instant access to over 35 ad networks. Not only that, but I’ve already seen a 400% increase in revenue from March, and 12M impressions a week!” - Alex Keim, Creator of Pic Stitch, Big Blue Clip  


"Mobclix greatly helps manage & control the quality of our ads, and as a result, our Fruit Ninja app made over $400,000 in April 2012 alone off of ad-network sales." - Jared Oats, Advertising Manager, Halfbrick


“TinyCo is thrilled to be working with the Velti Exchange—we’ve seen great results from the campaigns we’ve run so far and are excited about the future of our relationship!” - Growth & User Acquisition Team, Tinyco


“We strongly believe that mobile marketing and advertising is here and we have already taken the first successful steps in partnering with Velti in this new era for the mobile industry.” - MTC Russia


“Velti has shown consistent respect for policies and procedures, in addition to designing and implementing the campaigns. We look forward to continuing this fruitful cooperation in the future.” - MBC Group

Follow us


Who is Velti?

Subscribe to Newsletter