This release is ruffling some feathers, and some ad traceability. The Internet is a great space for finding, who is looking at your ads, and what other ads intrigue your current visitors, but IE8 could change all of that. A new feature called, “InPrivate Blocking,” allows users to trek through the web without their virtual tracks being left behind. This could be a darker day for marketers, as we depend on this information to do business and find our target audiences on the web. Furthermore, up-selling and cross-selling to consumers will become more difficult with this new blocking feature. There could be one upside to this, how many of you have already upgraded to IE7? Likely, that many of you have not. Also, how many people will be turning on this new privacy feature? With every new innovation to “protect” consumers, it seems that someone will find a way around it. Or consumers, themselves will not seek to “cover up” what they are doing.
Marketers should approach this with a level of integrity and think of the consumers, not just their bottom line. The traceability of Internet activity is important so, you receive advertising that is relevant to your interests. The public is generally more entertained and responsive by ads that speak to them than those that do not. Marketers should adopt this approach when addressing this issue publicly, rather than remarks that are based on business models and their bank accounts. Read more on this topic at the Seattle Times.