The thing with DNT, while Google and Facebook actively blocked the vast majority of webpages from complying, it always felt like its real death was ushered in by Microsoft setting it to ‘on’ by default in Internet Explorer.

IE was not a browser that users chose for its privacy protections and it not being a setting that users had to actively enable, meant that DNT was not anymore a clear signal that users don’t want to be tracked. The biggest exhibitionist could have been using IE, not knowing that it tells webpages to look away.

IE is dead now. But I do wonder, if this stunt could be repeated.

• I don’t think, Microsoft has the relevance with Edge to do it again.
• Google might have a bit too much relevance. The whole commercial internet would probably implode immediately, especially with the GDPR now breathing down their neck.
• Apple has advertised with privacy, so this could be a default users expect.
• Samsung could potentially do it, but they have no reason to.

So, I guess, I’m cautiously optimistic that DNT might make a comeback…