Microsoft has started testing tracking prevention functions its Chromium-based Edge Browser. The new features are undergoing beta testing in a Canary release of Windows. Microsoft showed the new feature during a company event, titled Build 2019.
Tracking prevention can be turned on through settings. Once it is on users can choose from three different blocking options. The first will block malicious tracking, the second will block some third-party trackers and the third will block all third-party trackers. Third-party trackers are used for advertising purposes, where information is collected and then and then advertisers base content off of user data.
Other web browsers have also implemented tracking prevention features including Mozilla Firefox's feature that block companies tracking users as they navigate through different websites.
Image Credit: Microsoft
Why This Trend Is Growing
- Data Mining-protection Functions
- Disruptive innovation opportunity: Developing advanced data mining algorithms and tools to improve tracking prevention capabilities.
- Chromium-based Edge Browser
- Disruptive innovation opportunity: Introducing a new generation of web browsers with built-in tracking prevention features using Chromium as the foundation.
- Tracking Prevention Features
- Disruptive innovation opportunity: Creating innovative solutions to protect user privacy and prevent unauthorized tracking across different web browsers and platforms.
Industries Being Reshaped
- Web Browser Industry
- Disruptive innovation opportunity: Innovating web browsers to enhance user privacy and security by offering comprehensive tracking prevention features.
- Data Protection Industry
- Disruptive innovation opportunity: Developing advanced technologies and solutions to safeguard user data and protect against malicious tracking practices.
- Ad Tech Industry
- Disruptive innovation opportunity: Rethinking advertising models and strategies to overcome the limitations posed by increasing tracking prevention measures.
