Privacy feature may end up displeasing the IE10 users

Microsoft’s decision to leave the feature enabled by default “Do Not Track” (DNT), something like “do not track” in Internet Explorer 10, could lead some consumers to stand against the browser if it interferes with features such as memorizing password and autofill, says new research.

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Since it was announced a few months ago that “no trace” of IE10 was a decision of users, major advertisers have protested that this action could undermine the personalization of ads, which the trade relies heavily on the Internet. The main objection was that the decision to activate the “do not track” should be made by the consumer, not Microsoft. A survey of digital advertising company YouGov, Mediasyndicator, with 1987 British adults, showed some confusion about the pros and cons of such an approach to privacy.

A surprisingly rate of 45% said they opted to disable cookies, with more than half saying that the targeted advertising generated by tracking them was rarely relevant. In particular the “realignment” of advertising – ads served to visitors after they have left a website – do not go well, with only 1% describing them as “relevant”. Nearly 45% say they simply ignored them.

Confusingly, a third said they would stop using browsers that impose the “no trace” by default if it prevented them from having other benefits such as memorization and password autofill, with 87% valuing such characteristics. “Our results show that these actions are supported more by lack of knowledge and confusion about the purpose of tracking technology really is designed to enhance and personalize the services offered to them on the web, ” said CEO Mediasyndicator.

The interpretation that users can turn against the IE10 because it establishes the standard for DNT seems overkill, the number of sites for which AutoFill passwords stored and are defined through cookies is, for most users, a small fraction of the total. While some sites use cookies as a way to facilitate consumer access, many use it simply as a form of display advertising or tracking browsing habits.

Consequently, many users now set their browsers to clear cookies after each session, logging into websites using managers secure passwords or cookies for specific areas, which can be done by Firefox.

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