Microsoft wants online ad companies to protect user privacy

Microsoft might be a smaller player in the online advertising market but they have now called on all rival players in this segment to adopt some rules to protect user privacy.

The company has now submitted their proposal with the Federal Trade Commission.

They are calling for a five-tiered system of standards designed to protect the online privacy of web users.

These companies track the surfing habits of the users to serve them ads related to what they are looking for.

Microsoft said that the ad companies should retain data only as long as necessary to fulfill a legitimate business need.

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