Private web browsing is about to become more prevalent with the launches of the latest version of Internet Explorer 8 (the InPrivate setting) and also the much touted Google Chrome (as featured in my last blog entry). Affectionately known as 'porn mode' private browsing effectively deletes a users browsing history and cache as they surf. It also covers up downloads, forms that have been filled in and searches meaning that you leave 'no fingerprints' on the computer you were using for (possibly) doing something you shouldn't. Basically a first-line, plausible deniablity tool for the masses.
IE and Chrome are actually not the first to market with this functionality. Apple's Safari has had the ability to do private browsing since 2005, but as IE takes up around 75% of the browsing market (and Chrome looks to take a significant chunk of that share in the future) then it's highly likely that it's usage will become more widespread.
The downside for us media and marketing folk, is that if a new age of 'obscured browsers' or 'concealed surfers' are going to emerge as a consequence, then the much heralded behavioral hypertargeting may not be possible as it relies on that all important cookie gathering and the data mining dark art of 'deep packet inspection' (which sounds like it is some kind of bizarre porn practice in itself).
Of course, the developers are keen to distance themselves from the association with anything remotely smutty. When Mozilla were considering a 'porn mode' function for their latest version of Firefox a spokesman stated that "while viewing pornography may be popular... assuming it is the only reason that users need private browsing trivialises the overall feature. For instance, users may wish to begin a private browsing session to research a medical condition, or plan a surprise vacation or birthday party for a loved one." Hmmm, I wonder if 'medical condition' or 'surprise birthday party' feature as high as 'porn' in the mostly highly searched words on the internet. Somehow, I doubt it.
Good one mate.
I really think you should elaborate a bit more on potential dangers to marketeers, as this is going to become quite a big issue. Clients are currently oblivious to this and I didn't hear a lot of my digital marketing colleagues talking about is as well.
You OK if I refer to this post on my blog, I'd try to kick-start a bigger discussion on the topic?
Hi Lazar, more than happy for you to feature the post on your blog. be good to get a thread going. I reckon this is potentially going to be a huge issue for advertisers. Not many people have really even thought about it yet... but are going to have to very soon. Maybe a follow up piece about the pitfalls for marketeers will be useful as you suggest... so I will do just that. Cheers Steve
Steve Blakeman
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