This post originally appeared on the Umbel blog. The Umbel Marketing team helped edit and refine the original content.
In May 2014, the E.U. announced that search engines were responsible for removing links deemed inadequate or irrelevant. This rule is also known as the Right to be Forgotten, and fell squarely in the crosshairs of a Google lobbying campaign. Since then, Google has received over 160,000 requests to remove content and there are few signs that the requests will slow down.
Yesterday, Mozilla announced the Forget feature in the latest version of the Mozilla browser, which removes cookies, form field information and web browsing history. Of course, this feature is available in Incognito mode on Chrome, but Mozilla is the first major browser to place such a feature front and center of its newest product.
The E.U. made a decision for regulatory purposes. Mozilla made a decision in the similar vein to satisfy a desire to not hand over all personal information to ad networks, data brokers and the assorted acronyms of companies that exist to monetize the information we unwillingly share. No matter where the next push to online privacy comes from, it’s a push that will continue to emerge until tracking software becomes obsolete. The push may be congressional; it may come from the media industry (Google, Facebook, etc.); or it may come from the people themselves demanding more privacy.
The truth is plain to see: we’ll all have to adapt – and the sooner we get used to it, the better. Online marketers, ad ops specialists, salespeople and the like will eventually have to perform their day-to-day functions a little bit differently, respecting the privacy of their both their customers and those with whom we all share the web.
Thankfully, there’s a way to get started today.