Recently, I updated my web browser from Internet Explorer 8 (IE8) to Internet Explorer 9 (IE9). It was not because I understood the benefits of IE9, but it seemed like the next best thing if I wanted to enhance the efficiency of my browsing capability. Unknowingly, I embarked on a journey formulated by Microsoft to improve its transparency and commitment to online privacy and security issues.
It is a quite an intense debate with regards to the level of control that a consumer has over their online activities, when advertisers have the ability to track web searches. Thus, these advertisers are able to tailor their advertising activities (pop ups etc.) based on an individuals browsing history. How do you think Ebay, or even Amazon is able to display products that you recently viewed?So, how do they get a hold of this personal information? These web browsers (internet explorer, firefox, safari) store a cookie, (not a chocolate chip), but a small piece of text onto a user's hard disk, which can later be retrieved. The pieces of information are stored as name-value pairs, that allow servers to customize their site and/or online advertisements based on your past activities.
Microsoft's answer to the unprotected, rapid sharing of user information is IE9, which provides a consumer with a new "opt-in mechanism ("Tracking Protection") to identify and block many forms of undesired tracking". Furthermore, an additional component of IE9 is the "Tracking Protection list", which allows a consumer to control who (third-party advertisers) tracks their online activities. Much more information about IE9 could on Microsoft's blog in an article entitled IE9 and Privacy: Introducing Tracking Protection.
Here is a brief video that demonstrates how IE9 protects consumer information
Microsoft's approach to online privacy through IE9, is a system that directly correlates with the recent U.S. Federal Trade Commission's (FTC) interest in including a "DO NOT TRACK" button on web browsers. This button would enable users to minimize the spread of their personal online information, for they are given the option to allow online advertisers to "TRACK" or "Not to TRACK" their online-activities.Isn't it about time consumers have a certain degree of online control concerning the spread of their information, and how it is used? However, without the initiative taken by organizations like Microsoft, online privacy issues and the concept of the "Do not track" option would be ignored, especially by online-advertisers who object the "Do not track" initiative, as described in the article Web Privacy "Inadequate".
It is a step forward for the consumer; however it requires supporting legislation to ensure that organizations like Microsoft and Apple place every effort to protect the online privacy rights of the user. The regulatory aspects have been discussed in the FTC's preliminary report. It is important to recognize, that thus far, web browsers have understood the safety and business need to maintain a secure relationship with consumers. But the desire to sustain relationships with online advertisers should not supersede the security issues of the consumer.
Let's not forget, I am also a consumer, and I would appreciate if my online activities were not trackable, and I had complete access to my information, and who receives it and how it is utilized. That sounds practical enough. Plus, I know that I have the full support of all the people that matter in this situation, the consumer. Let's balance innovation and privacy. Your Business Prodigy, Alcina Sources http://www.ftc.gov/opa/2010/12/privacyreport.shtm http://arstechnica.com/web/news/2010/12/ftc-its-do-not-track-time-for-the-net.ars
I agree that our internet privacy should be a concern, and like the "do not call" list, I support the "do not track" list. However, I fear that because customized advertisements will no longer be able to track us and our trends, we will start seeing more generic ads. This "do not track" list does not opt us out of ads altogether, it just protects us from sites tracking our information. Therefore, sites would still be able to advertise to us which would include more basic advertisements for things we may not want or need. Online ads and marketing will always be there because it is how internet forums market their products, the question to be seen is in what capacitive will the ads present themselves to use and is this "do not track" list really a good idea? Do we really want more basic and generic ads or do we want customized ones?
Thanks for all that info Alcina. This is the kind of regulation that I think the FTC should aim for. It makes very little sense to directly ask websites to voluntarily abandon their prized information gathering techniques. Fruthermore, unless the FTC is ready to monitor the mining habits of every single ISP in the United States, it also seems very futile. Working through ISP's and search engines on the other hand could make a very big difference. If Microsoft and Apple live up to their responsibility they could very easily reach the status of "Safe Gateways" (coined it myself). This could trigger a top-to-bottom change in which other ISP's clean up in-order to compete and thus maybe even individual domains clean-up in order to rank in the ISP's search results. I am much more comfortable with the idea of a vigilant ISP than I am with that of a conscientious website.
Firstly want to say thanks for the brief explanation. i believe what microsoft is doing with the IE9 is a good way putting a stop to this issue of privacy invasion and it can put to rest the pops up of advertisement in people get to see on a daily bases and the tracking/ cookies of this web history would become a thing of the past.
I agree that personal privacy issues should supercede any attempts by corporations to access our personal information for some form of competitive advantage. However, corporations have such a vested interest in this information and have been getting away with unlimited access for so long, it will be difficult to curb the trend. I am glad that IE9 is trying to protect the consumers, but in order for it to work, there will need to be legislation implemented to really punish those who are trying to evade the system and still get the information they covet.
I agree that our internet privacy should be a concern, and like the "do not call" list, I support the "do not track" list. However, I fear that because customized advertisements will no longer be able to track us and our trends, we will start seeing more generic ads. This "do not track" list does not opt us out of ads altogether, it just protects us from sites tracking our information. Therefore, sites would still be able to advertise to us which would include more basic advertisements for things we may not want or need. Online ads and marketing will always be there because it is how internet forums market their products, the question to be seen is in what capacitive will the ads present themselves to use and is this "do not track" list really a good idea? Do we really want more basic and generic ads or do we want customized ones?
ReplyDeleteThanks for all that info Alcina. This is the kind of regulation that I think the FTC should aim for. It makes very little sense to directly ask websites to voluntarily abandon their prized information gathering techniques. Fruthermore, unless the FTC is ready to monitor the mining habits of every single ISP in the United States, it also seems very futile. Working through ISP's and search engines on the other hand could make a very big difference. If Microsoft and Apple live up to their responsibility they could very easily reach the status of "Safe Gateways" (coined it myself). This could trigger a top-to-bottom change in which other ISP's clean up in-order to compete and thus maybe even individual domains clean-up in order to rank in the ISP's search results. I am much more comfortable with the idea of a vigilant ISP than I am with that of a conscientious website.
ReplyDeleteFirstly want to say thanks for the brief explanation. i believe what microsoft is doing with the IE9 is a good way putting a stop to this issue of privacy invasion and it can put to rest the pops up of advertisement in people get to see on a daily bases and the tracking/ cookies of this web history would become a thing of the past.
ReplyDeleteI agree that personal privacy issues should supercede any attempts by corporations to access our personal information for some form of competitive advantage. However, corporations have such a vested interest in this information and have been getting away with unlimited access for so long, it will be difficult to curb the trend. I am glad that IE9 is trying to protect the consumers, but in order for it to work, there will need to be legislation implemented to really punish those who are trying to evade the system and still get the information they covet.
ReplyDelete