Google has launched their new web browser, Chrome, and it comes along with a new helpful feature that will erase any traces of where you have been on the web. It is called “Incognito” mode in Google’s Chrome, and it wipes away everything that you have visited on the web. It not only erases it from your browser, but it erases it from your hard drive. Along with erasing any sites that you have previously been on, you are able to turn off the autocomplete feature, which fills in text boxes with previously written data. Although many people see this ‘Incognito’ move as a move to be made when you visit sites that may not be generally accepted, or may not be suitable for a work or classroom setting, Google describes that one of the main functions of ‘Incognito’ is for planning “surprises like gifts or birthdays.”
Whatever Google’s main plan for ‘Incognito’ originally was, whether for hiding surprises, or for covering up your footprints to any undesired website, it has proved to come with one feature that you either love or hate, depending whether you are a consumer or an advertiser. In this ever growing technological world, advertisers are using the sites in which you have recently visited in order to figure out what pop ups to have for you. If you have recently visited ESPN.com, these advertisers would maybe choose to advertised sporting equipment. Using Google’s Chrome this is no longer a problem. There is a setting, which allows you to shield yourself from the behavioral data-gathering by advertisers.
Although it seems like there is a way to block your every move while you creep along the internet, advertisers are still finding ways to track what you are doing. Although it may block you from advertisers, Google’s engineer says that Incognito was created to hide your browsing from your computer, not from the web. I feel like this new feature will not change much in the technology world, because very soon advertisers are going to come up with another way to track what you are doing on the internet. This feature will be able to hide whatever you are doing from anyone in your household, not from the entire internet. It is hard to imagine that no matter what programs you install, and whatever new features they may come with, someone will still be able to track exactly what you are doing at all times when you are surfing the web. It is a little scary to think that your every move is being watched, and can be traced back to the beginning of the internet.
http://www.newsweek.com/id/157293
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I agree with James’ statement that Google’s new ‘Incognito’ feature will probably not change much in the technology world concerning personal computers. For people who find it necessary to hide their internet browsing history, going ‘Incognito’ is not their only option. There is already a way to monitor your viewing history online by adjusting the privacy settings on your computer. However, I do feel that going ‘Incognito’ will negatively affect advertisers who use the internet as a major marketing tool. For example, Under Armor, Inc. uses cookies to keep track of users who visit their web site. In doing this, the company can follow every click of the mouse in order to properly display banner ads and other useful advertisements that may sway consumers to go back and visit the Under Armor website. Therefore, from the advertiser’s point of view, I feel that Google’s ‘Incognito’ may negatively influence their marketing strategies.
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