User sensitivity to privacy on the internet has been difficult to quantify and act upon for technology providers, websites and advertisers, never mind consumers themselves. In TRUSTe research we have seen a consistent user concern about tracking and targeting; inconsistently competing with a desire for more relevant advertising and content.
New features that Microsoft has added to IE8, (explained here on the IE8 Blog), help resolve some of that concern that users express by giving them more choices on how to control information (both PII and anonymized behavioral information.) “InPrivate” browsing allows consumers to easily, anonymously browse the web by not storing or allowing tracking of any pii or anonymous information.
TRUSTe supports tools that provide consumers with a means to assert their right to privacy when browsing online. While the new browser features InPrivate Blocking further give some measure of boundaries around the extent of data that can be collected and shared to third parties about your browsing history.
Finally, the InPrivate Subscriptions feature allows consumers to designate websites or lists of websites for blocking or sharing browsing data.