Will a more customized user experience encourage users to share more information or more closely guard their online privacy?
In Heather Kelly’s article for CNN Tech, she explores the changing perceptions of online privacy.
Learn more about how companies are balancing consumer privacy and the need to target advertising to consumer tastes.
Read more in an excerpt from the article
The customer demand for stronger data controls led to the introduction of the “do not track” feature. “Do not track” is a setting that can be now found on all the major browsers: Firefox, Internet Explorer, Chrome and Safari. When turned on, it asks sites not to track that person’s online activities. A Microsoft survey found that 75% of people were concerned about online tracking and thought the setting should be turned on by default.
“Do not track” seems like a clear, smart option to give consumers, but it has has been difficult to enforce. There are talks under way by the World Wide Web Consortium (W3C), an international organization that develops standards for the Web, to make it official. However, advertisers and other third parties are pushing back.
Changes to consumers’ data, like “do not track,” can come at the expense of advertisers, creating friction. When Mozilla recently announced that it was testing a feature that disabled third-party cookies by default in its Firefox browser, the general counsel for the Interactive Advertising Bureau called it “a nuclear first strike” against the ad industry on Twitter.
“We can’t just sit back and allow the industry to just continue to ignore a core component of the user experience online,” said Alex Fowler, Mozilla’s global privacy and public policy leader.