Caught Looking

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Caught Looking: Privacy Advocates Deal Web Marketing a Blow With “Do Not Track” - SEMA News, March 2011

Businesses that rely heavily on web marketing are in for a rude awakening in the coming year. That’s when privacy advocates will begin crippling the ability to easily track visitor activity on a company’s own website as well as across the Internet. In practice, the backlash against visitor tracking—commonly known as “Do Not Track”—is expected to make it tougher for a company to monitor which visitors are using its website and how they are using it.

This kind of data is critical to the web-analytics programs currently running on virtually all commercial websites of any consequence, which slice-and-dice visitor info to continually make websites more user friendly and more effective. The backlash will also make it more difficult for companies to advertise on other websites, as Do-Not-Track features on newer browsers make it impossible for advertisers to target ads based on an individual’s web use.

 

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