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
