As Amy Chang, Group Product Manager at Google has posted on the Conversion Room Blog, Google is working on “a global browser-based opt-out plug-in to allow users to opt out of being tracked by Google Analytics“. This should help users to protect their privacy.
This seems to be a very interesting approach, I am wondering however how websites and advertiser then will then be able to track the performance of ads. Secondly it will be interesting to see if other providers will follow Google’s example.
Maybe we will see be a kind of differentiated opt-out model where users can actively choose which data they would like to share and which not. Such a model could e.g. avoid “tailored advertising” but still allow “ordinary banner advertising“. As a consequence there will be “free content” for people willing to share only little or non of their data and “exclusive” content for users willing to share more (similar to registered/logged in users).
What I really like about this idea is that it might enable users to actively take over responsibility for their private data. And in case users agreed to “tailored advertising” this (basically great) way of advertising might finally be able to get rid of its “creepy image“. Whatsoever I have absolutely no doubt that most users are more than willing to sell their entire privacy for a “Cadbury chocolate bar“. But well, “panem et circenses” who is surprised about that?