Microsoft announced Thursday that the next version of its browser, IE 10, will ship with the controversial “Do Not Track” feature turned on by default, a first among major browsers, creating a potential threat to online advertising giants.
That includes one of Microsoft’s chief rivals — Google.
The change could also threaten the still-nascent privacy standard, and prompt an ad industry revolt against it.
Do Not Track doesn’t attempt to block cookies — instead it sends a message to every website you visit saying you prefer not to be tracked. That flag is currently optional for sites and web advertising firms to obey, but it’s gaining momentum with Twitter embracing it last week.