However experts have complained that asking web users to turn on the facility to track them would be upsetting for small business owners who hugely rely on tracking to tightly target ads. Others have conveyed that such a move would be impossible to regulate due to the wide variety of  browsers and ad delivery systems.

Internet Explorer 9, which is due to be released early on next year, will come equipped with “Tracking Protection.” By utilizing this feature, customers will be able to click on an ad and prohibit the 3rd party providing the ad from tracking them in the future. These 3rd parties are included in the  “Tracking Protection List” which is saved in the browser settings.

From a marketing perspective, Microsoft’s solution is the best one. This way, consumers who worry about tracking can opt out, but those who are not aware of it or don’t care won’t be affected.