Microsoft Internet Explorer is getting a face lift and tummy tuck with Internet Explorer 8 (IE8). IE8 is currently in beta form and available to average users. A formal release date has yet to be set. One of the biggest new features receiving a lot of hoopla right now is InPrivateBlocking.
InPrivateBlocking allows users to turn off browsing history, as well as the saving of temporary files and cookies. Browsing history and temporary files mostly affect just the user, however,not saving cookies affects the user and any company or organization tracking and recording information on their visitors. This has potentially big ramifications on organizations who rely on web-based advertising because there is a lot of tracking involved with web-based ads. It also affects companies who track and remember their visitors and display items based on their interests.
So, organizations are worried their ad revenues will dry up because of this end to tracking. I'm not worried, though. First of all, the ability to block cookies is built into the major browsers right now. It's just a little harder to find. Second, I'm sure there are a good number of people that don't want to be tracked at all - the 'big brother is watching us' mentality. But how many people truly think that way?
When I visit Amazon.com, I love the fact that it says 'Hello, Matt. We have some recommendations for you.' And the recommendations are really things I'd be interested in. Or perhaps when I go to log into an email account, bank account or some other account that remembers who I am. The website doesn't store my password (unless you're silly enough to let your browser do that for you). It just has my username - which I often forget because it varies from site to site if the traditional 'mzentz' is not available. It is really nice that these sites remember who I am and what my preferences and interests are.
My point is that I wouldn't worry too much about user's turning off their cookies because most don't do it now. What I would worry about is why people are turning off their browsing history and temporary Internet files, because if they work for you, how will you know what websites they are really viewing while on your dime.