Imagine a world where all internet browsers are required to present users with a simple question: “Do you want your online browsing activity tracked, recorded and shared with marketing companies – Yes or No?”
What percentage of users do you suppose would answer “No?” My guess would be greater than 90%. If I’m anywhere close to being correct then Microsoft’s controversial decision to enable ‘Do Not Track‘ (DNT) by default in IE10 and Windows 8 would seem to be very much inline with consumer sentiment. But advertisers, Yahoo, and the developers of both the Apache web server and FireFox browsers are all decrying Microsoft’s decision.
This relatively arcane debate over a new internet standard masks a much more critical issue: In the long-term, how viable is the internet’s – advertising based – ‘Free’ content model?
Advertising revenue is the internet’s predominant business model. This is of course the core business model that enabled Google to become the 800 lb. gorilla of the industry. But this business model is based on users accepting a ‘Faustian’ pact where they agree to increasingly invasive tracking of their online activities in exchange for free content.
There’s only one small problem with the current situation. Very few consumers have ever read or consented to the ‘Contract.’ Most of consumers have no earthly idea how invasive today’s internet tracking technology is and once they are aware they are not going to like it.