Recently there has been a lot of noise and feathers ruffled over Internet Privacy and Congress trying to control some of it. Civil rights groups love it, advertisers hate it. So who's right, who's wrong and how do we clarify this? Read on...
First of all what is the Internet? We know what it is not- a dump truck like the Alaskan Senator pointed out- fair enough, maybe it's a bus or a train riding on the commuter line. Seriously though, the Internet is not a private place-anybody that expects privacy on the Internet is not being realistic. Now let's examine what the Internet is being used for and what it entails before jumping on the privacy (or tracking) bandwagon. The Internet is used to access information, by companies to provide information about their business to their customers, fellow employees, stock holders, potential investors, job seekers, vendors and the general Public. In other words, just like the traditional media like paper, radio and TV, it can be used in a wide variety of ways. The Internet is also used to carry personal & private communications via Email, to collaborate on a project-family or work related, pay bills, banking, shopping, research, socializing-by both individuals and corporations, watching videos, listening to music, gathering news, blogging, etc. It is safe to say that tracking some activities is more unethical than others. For example, when a company sends you a coupon via snail mail, and you use it, they get notified sicne the coupon code is uniquely tied to your name or household address. The companies then use this information to send you targeted coupons to entice you to buy more goods and services-perfectly legal and being done as we speak-right? Why the difference when the mode of transport of these "coupons" is changed from snail mail to Email or Websites? Would the same no tracking cookie apply to store cards? Don't mega store chains track our every move in their stores and then use that information to make us buy more? And by the way, wouldn't that be mutually beneficial?
Now that we have the philosophical discussion out of the way, let us examine possible solutions. After all, what good is debate is no solutions are offered? Agreeing to disagree is all fine and dandy, but if we follow corporate America's meeting policies of agreeing on the next meeting instead of the issue at hand, we would be worse of than when we started since time is after all moolah.
So, let's take a gander shall we?
The United States is a Democracy-we Americans say the best and some disagree with us. In the end, letting the customer decide- using their collective strong opinions and the almighty Dollars that companies are trying to liberate them of, is the best and most efficient course of action.
So one solution could be, leave Congress, the FCC, EFF ABC to the XYZ alphabet soup makers out of this. If online retailers were to give consumer's an option-Opt-in or Opt-out on their next visit-let's call this magic date as D-Day (or Do not track Day). The message could look something like this- We understand that each individual has their own level of comfort when it comes to privacy and so we at ABC company have decided to let you chose for yourself. You can either opt-in or tracking cookies or opt-out and never be tracked again-speak now or forever...
Now you say that takes the side of civil liberties factions shunning businesses- Ahh, not so fast Kemosabe, let's dive a little deeper in the above solution. The message continues once the customer has made the opt-in or out decision. Are you sure you want to opt-out? Opting out will leave our sponsors out in the cold and will also not let us target appropriate goods and services to you. This means we have to pass on those costs to you. Depending on your purchases, and/or Geographic location and local tax laws, this could mean an increase in prices for goods and services we offer between 15 and 30%. We understand that you privacy could be worth a lot more than than and hence would like to let you make that decision. Now a lot of people would say forget this, track me and give me lower prices. Some (in the minority for sure) may say I will pay more for my privacy and still opt-out. Heck companies can even offer an Amazonian Prime'esque service saying "No Cookie Left Behind" and charge $200 or more a year for this service. I know if I were a celebrity, Billionaire, Millionaire, heck even a Hundred Thousandaire, I would pay for privacy.
On the other hand, customers that opt-in for tracking cookies, get a message that says "Thank you for supporting our sponsors & our continued efforts to relieve you of your money" and BTW, here's a coupon for an additional 10% off your next purchase (which we will happily track and sell to advertisers)-so shop, let off a little steam and save $$$.
Some companies are thinking of deploying complicated technology, pay lobbyists, etc to solve this problem. I say let the American people decide with their wallets-look at how the big SUV's were taken down a notch by Americans with tighter (and fatter) wallets that chose hybrids or smaller, fuel efficient vehicles? There was no Do not Pollute law or do not clog up parking lots law that forced automakers to offer smaller, more fuel efficient vehicles was there? It just took some good ol'e American ingenuity and Democracy-voting with thier Dollars in stead of our ballots.
So what do you think? Good, bad or ugly? Either way, I would love comments, feedback, commentary, etc.
No comments:
Post a Comment