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Preston Gralla: Is Microsoft out to kill online advertising? Let's get real

Preston Gralla | Sept. 25, 2012
Do Not Track in Internet Explorer 10 won't kill online advertising. Microsoft, as much as anyone else, has its eye on that multibillion-dollar prize.

Rik van der Kooi, head of the advertising business group at Microsoft, recently wrote in Adweek that if people are given control over their personal information and are educated about how their Web experience can be enriched by sharing some of it, the ad industry will be better off. He wrote: "By building trust and demonstrating real value -- serving ads when they are accretive to the consumer experience and not serving them when they aren't -- consumers will be willing to share more information with marketers and online services."

I think he's right. You have to believe that consumers respond more readily to things they're interested in than they do to things they don't care to see.



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