Will the next frontier in the browser wars impact targeted advertising?

A growing concern over data privacy has started to motivate the major browser makers to address these issues. But how much impact will their efforts truly have?

Online browsing and buying habits of consumers long ago became the domain of targeting advertising.  From Amazon’s recommendation engine evolved an entire industry built on the collection of user data and customized content.  Consumers knowingly or not were offering marketers a wealth of data from which they could derive insights and customize messaging.  A growing concern over data privacy has started to motivate the major browser makers to address these issues. But how much impact will their efforts truly have?

Mozilla, the makers of the Firefox browser, recently told the Wall Street Journal they’re next browser release may include a do-not-track feature.  This would let consumers set their browser so websites would not be able to collect and use data about their browsing habits.

Adding opt-out features isn’t ground breaking news.  Microsoft’s Internet Explorer and Google’s Chrome browser also plan to include a similar privacy feature in their next releases.  The difference in the Firefox browser is how they plan to allow users to opt-out. 

Rather than building in features that are completely user controlled, Mozilla has added another layer to stop the flow of information and the use of it.  In order for their method to work, they need the websites to be compliant and agree to respect the user’s choice to opt-out.  The obvious challenge is if the sites decide not to participate then there could easily be a false sense of security by the consumer.

An additional hurdle will be activating these features.  All three browser makers have acknowledged these features would be turned off by default.  Meaning anyone that wants to enhance their data security online would need to change the setting manually.  While this may placate the vocal minority that lobby for these features, the likelihood is most people will leave the settings alone and the data collection will continue with little impact to website and ad networks owners.

Browser makers and advertisers alike have an obligation to continue building trust with customers.  While lawmakers will remain behind the curve, it will be the responsibility of marketers, brands and technologists to ensure that privacy issues are addressed.  Proper communication about privacy features and their impact on customer data will lay the groundwork for more trusted engagement with consumers.