Among the major browser vendors, Google’s Chrome is currently the only one that has not signed on to use the Do Not Track feature that Mozilla has been lobbying for. While Microsoft, Apple, Firefox and Opera have either already implemented this feature or will do so soon, Google is still holding out. According to Mozilla’s director of community development Asa Dotzler, the “Chrome team is bowing to pressure from Google’s advertising business and that’s a real shame.” Indeed, Dotzler says in his blog post, this situation is similar to what happened when Netscape released version 7.0 of its browser.
For Netscape 7.0, which according to Dotzler “was basically Mozilla 1.0 with a Netscape theme and a couple of proprietary Netscape features,” Netscape decided to remove the pop-up blocker that Mozilla 1.0 had just developed. The Netscape team had to bow to the pressure of AOL/Netscape as those sites depended on advertising money (including pop-up ads) to fund their work. The next version of Netscape did include the pop-up blocker, but excluded all Netscape/AOL/Time-Warner sites from this by default.
Pressure from Advertisers – Or Something Else?
It’s hard to say if it’s really pressure from Google’s advertising side that is keeping Chrome from supporting the Do Not Track feature. In its current form, browsers that support this feature just sent a header to the server that tells the publisher and advertiser that this particular user is opting out from being tracked. In its current form, this feature is – at best – a public demonstration that you would like to opt out, but advertisers don’t have to honor it. Indeed, you can’t even know if advertisers have seen it and intent to respect your choice. As such, pleading support to a feature that currently has no real effect is pretty easy at this point.
This could change in the long run, though. Given that various government agencies have started to look into online tracking and its privacy implications, online advertisers have every interest in supporting this feature if they want to continue to self-regulate without interference from Washington. In the comments on his post, Dotzler rightly notes that it’ll be impossible to get 100% of advertisers to agree to using this feature. Once you get a majority of them on board, though, you can “shame the remaining 20% by telling the user when they visit those sites that those sites aren’t honoring their wishes”
So what do you think? Is the Chrome team under pressure from the rest of Google to ignore this Do Not Track feature? Or is Google just waiting to see what happens and will implement this later?