Microsoft announced that Internet Explorer 9 addresses the privacy concerns of its customers. The feature is called "Tracking Protection".
Consumers will be able to list websites that they want to limit what can be tracked about them when they visit. The product will show them a list of sites and customers can click to choose what is okay to track and what is not or block a site from tracking altogether.
The browser will not come pre-loaded with any lists but Microsoft says they will provide a forum for consumers to share lists with each other of sites they have noted for turning tracking protection on.
The beta version of IE9 is expected early next year.
You have features you can use today if you are concerned about your privacy.
Many browsers offer "opt out cookies"
Google offers an option under their ads where you can opt out of their tracking
It will be interesting to see what the advertising and marketing firms will need to do to stay relevant as various privacy schemes go into place.
"Providing Windows Customers with More Choice and Control of Their Privacy Online with Internet Explorer 9", Microsoft's website, December 7, 2010.
"Microsoft Builds Online Tracking Blocking Feature Into IE9", Ryan Singel, Wired, December 7, 2010.