Wednesday, December 12, 2007

Ask.com Simplifies Privacy, Will Others Follow?

Search engine Ask.com is making it easier for visitors to turn off and delete cookie tracking. While other companies such as Facebook.com are promoting behavior ads that have been viewed as invasive, Ask.com's move goes in the other direction. The company could win out because the media and the public seems to be asking for more protection.

Ask.com's putting links on search result pages that shows how to delete cookies is a step in the right direction. While it is not a dramatic improvement over the options to delete cookies in the browser, it is an important move in public perception. Google et al may have no choice but to follow suit and develop some "PSA" ads that inform netizens of their choices. It would be simple to do and provide the information that many inexperienced web surfers need.

Instead of a do not track list, a better middle ground would be for search engines and publishers to take Ask.com's lead. If consumers are made aware -- frequently and obviously -- of how they are being tracked and how they can avoid it if desired -- then consumers can no longer complain that they didn't know. As Facebook has learned, the audience is split on wanting behavioral advertising, but publishers should develop strategies that keeps all parties happy.

Via Adotas.

Posted By John Gartner at 08:28 AM
Permanent Link: Ask.com Simplifies Privacy, Will Others Follow? | Comments (0)

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