“Porn mode” hits Google where it hurts

So, Microsoft has just released a feature in their Internet Explorer 8 Beta 2 browser called “InPrivate” mode. The nickname is “Porn mode”. The browser can then hide the trail of sites visited. With one click all internet history is non-visible to webservers and other users. It includes options for turning off history and cookie collection. Most importantly the “InPrivate Blocking” feature also has the potential to block some advertisements.

And this has been more or less a feature of various other browsers out there, but never so prominent in what is still the dominant web browser, Internet Explorer. And those privacy activists must certainly be applauding this much needed feature, but there is something bigger afoot. What this does is it puts a significant hurdle for Google to work around. That history has been sold over and over again - your history used to deliver targeted content to your browser. That selling has been done by Google.

Figures vary, but what is clear is that short term market growth for internet advertising is expected to more than double to the 100 billion dollar mark. That despite growing focus on web development, public relations and database marketing. Google rules in this department. 99% of Google’s revenue is derived from its advertising programs (2008 Google report) Hit ‘em where it hurts…

On the topic of IE8, being a Firefox user myself for years now, I don’t see IE catching up anytime soon. I have used the IE betas, and they are not there yet. What is interesting and much appreciated going back to that first msdn blog is the attention to usability. The effort to get there is much appreciated.

So what will happen? Dusting off the old crystal ball here - let’s see.. I think Google will find a way around this to be honest..