The explosion of personalized web has pretty much clobbered online privacy to its death bed. No matter where you go, no matter what you do, someone or the other is tracking your surfing habits. The worst part is that this practice has become so rampant that most of us have come to accept online tracking as standard affair. Mozilla has been trying to tackle the problem of behavioural tracking on the web for quite some time. Couple of years back, it introduced the “Do Not Track” header, which has already been adopted by Internet Explrer, Safari, and Opera. Now, Mozilla has released an experimental add-on to showcase how personal data is being tracked across the web.
Earlier this month, Gary Kovacs, CEO of Mozilla Corporation, unveiled Collusion. Collusion is a Firefox extension that visualizes the spider-web of interaction between websites and third-party trackers that often track you without your explicit permission. Collusion is essentially a reporting tool whose purpose is to make netizens realize just how grave the situation is. Here’s how my Collusion graph after a brief ten minute browsing session involving Techie-Buzz, TechCrunch, Mashable, and BBC.
My Collusion graph is peppered with third-party tracking website that I never explicitly browsed to. Personalized web isn’t necessarily a bad thing. It can increase engagement, reduce user frustration, and improve productivity. However, the mad rush of advertisers to track users without their knowledge and permission is something that is deeply worrying. Kovacs very righty remarked that “with every click of the mouse and every touch of the screen, we are like Hansel and Gretel leaving breadcrumbs of our personal information everywhere we travel through the digital woods”.