Luckily for us, steps are being taken to prevent the Internet privacy scare from becoming any more like George Orwell’s 1984.
Transparency seems to be the favored answer to the public outcry against web browsing trackers. Already, ad-tracker viewing apps have been released for the Android phone. Multiple web browsers will create a Do-Not-Track option for web surfers.
Mozilla, the creators of the Firefox browser, announced that they will be offer a browser add-on that lets users see who is using their information for behavior-tracking purposes. The feature, called Collusion, provides a visual representation of how the user’s data quickly spreads to dozens of companies every time they enter a site. It is color coded according to the type of company using the information. And if Firefox users do not want to be tracked, Mozilla will also offer that option.
As this privacy issue continues to gain more attention and publicity, it will be interesting to see how marketing organizations get involved. Web browsers and security companies have taken action, but marketers have kept quiet. We will see how they choose to protect their access to consumer behavior information.