Is the FTC "Do Not Track" threat changing how Google does search?

[Sgt_Kickaxe]

If the FTC wins, and presumably they will given that it's best for all web users, in forcing a DNT (do not track) options for regular internet users it would impact Google greatly.

- All Google products employ javascript files that gather data about who loads the page.

Without being allowed to track a significant percentage of internet users Google would suddenly have little use for all of their tracking files, in fact they would have no use for entire product lines which might be why Google is closing many of them right now.

Without being allowed to gather data from every visitor Google suddenly has little need to attempt to be on every website and can more freely pick and choose the more trusted sites and big brands to display in their search results. Perhaps many of the changes Google is making right now, including the move to social and the constant Panda slaps to quality sites, are happening in preparation for a DNT society.

Is Google bracing themselves, and aligning search, for a future without rampant visitor tracking? It's not as far fetched an idea as it once seemed and a lot of recent events would seem to support the idea. Quality results are much simpler with widespread tracking, without it its a safe play to trust only those who are already trusted. What do you think?

[dstiles]

In UK it's illegal to intercept traffic (dpi) without the consent of BOTH parties, the server and the client. In theory it is illegal for a web site to set cookies on a computer without warning (including, last time I looked, session cookies), although that is a pretty dumb (bureaucratic) inhibition and should be a browser function.

I assume the same inhibition would apply to javascript that gathers info about browsers and servers alike, but no one has yet officially complained. Still, I haven't used google for years and keep JS turned off except where I KNOW it's good.

But you can't tell users anything, especially against info-gathering by "good" search engines/tools/etc. :(

Personally I would rather trust an anti-virus tool on my computer that analyzed the incoming web page than trust a third party who WILL have missed millions of compromised sites because, if you know what you're doing, you can prevent bots from finding the viruses on the site. (Today: "Over a million web sites affected in mass SQL injection attack".)

Safe? The internet is one of the most dangerous playgrounds around and they let adults play with it? :)

[tedster]

I don't think any US "Do Not Track" regulations will impact Google Search very much. European regulations may be on their mind, but I don't expect anything too potent impacting Google Search.

I wouldn't be unhappy to see ad re-targeting go away, but I doubt that's going to happen. Too much money involved for too many businesses (and that's not just Google/Doubleclick by a long shot).

[seoskunk]

It sounds totally unenforceable to me

[wheel]

Yeah, in my country I'm pretty sure it's illegal to use Google analytics unless you clearly disclose in your privacy policy that you are providing this information to Google. You know how many people actually do that though? That'd be none.

None of these things seem to have much teeth. If Google gets shut down tracking one way, there's a dozen other ways for them to get the information.