FTC (The US Federal Trade Commission) proposed a plan for protecting individual Internet user’s privacy online. This plan is called “Do Not Track” and would allow consumer to choose whether they want to allow third parties to track their buying behavior or not.

“The FTC wants to help ensure that the growing, changing, thriving information marketplace is built on a framework that promotes privacy, transparency, business innovation, and consumer choice,” FTC Chairman Jon Leibowitz said at a news conference on Wednesday. “We believe that’s what most Americans want as well.”

How “Do Not Track” Will Work?

Do not track functionality will work bit differently as compare to Do Not Call facilities. Rather than maintaining the list of millions of subscriber; in Do Not Track, there will be some additional feature provided in web browsers which will allows individuals to set their privacy options. This is still not clear, when and how it will be implemented but the feature will definitely revolutionize the Analytics industry.

Pros and Cons

This facility will be great bet for the users who want to hide their browsing behavior or data being shared with website/webmaster.

For webmaster and analytics professional, this facility will become mishap. Visitors behavior is very important in strategies building. Now, if we will not get proper data, how can we analysis website traffic and user behaviour?

Go to FTC Website for more information.

Kindly share your thoughts about impact of this feature on online marketing industry !!

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