Microsoft on Wednesday launched the eighth version of its omnipresent Internet Explorer browser, with a convenient adjustment that allows people to surf the web without leaving traces.
The InPrivate option of Internet Explorer 8–quickly dubbed “porn mode” because it also hides one’s illicit browsing history–prevents computers from tracking your online whereabouts or browsing habits, which is much-needed information for web sites that deliver targeted advertising.
The move could hurt Microsoft online advertising rival Google in its attempt to expand its display advertising business, according to analysts. Google moved into the display ad tracking business with its $3.2 billion acquisition of DoubleClick, which captures cookie data, in March.
Google has come under question for collecting a load of data from people using its search engine or email service, and if privacy concerns keeps growing, more people will hit the InPrivate button of Explorer 8.
“Privacy concerns relating to technology could damage Google's reputation and deter current and potential users from using its products and services,” Canaccord Adams analyst Wayne Chang wrote in a report.
The browser, which went into beta mode Wednesday, will soon be included with Microsoft’s operating system. As of July the software giant held 91 percent of the operating system market.
