Do Not Track (DNT), by resembling Do Not Call in name, sounds like a form of prophylaxis. It isn’t. Instead it’s a request by an individual with a browser not to be tracked by a website or its third parties. As a request, DNT also presents an interesting opportunity for dialogue between user and site, shopper and retailer, or anybody and anything. I laid out one possibility recently in my Inkwell conversation at The Well. Here’s a link to the page, and here’s the text of the post:
The future I expect is one in which buyers have many more tools than they have now, that the tools will be theirs, and that these will enable buyers to work with many different sellers in the same way.
One primitive tool now coming together is “Do Not Track” (or DNT): http://en.wikipedia.org/wiki/Do_Not_Track It’s an HTTP header in a user’s browser that signals intention to a website. Browser add-ons or extensions for blocking tracking, and blocking ads, are also tools, but neither constitute a social protocol, because they are user-side only. The website in most cases doesn’t know ad or tracking blocking being used, or why. On the other hand, DNT is a social gesture. It also isn’t hostile. It just expresses a reasonable intention (defaulted to “on” in the physical world) not to be followed around.
But DNT opens the door to much more. Think of it as the opening to dialog:
User: Don’t track me.
Site: Okay, what would you like us to do?
User: Share the data I shed here back to me in a standard form, specified here (names a source).
Site: Okay. Anything else?
User: Here are my other preferences and policies, and means for matching them up with yours to see where we can agree.
Site: Good. Here are ours.
User: Good. Here is where they match up and we can move forward.
Site: Here are the interfaces to our CRM (Customer Relationship Management) system, so your VRM (Vendor Relationship Management) system can interact with it.
User: Good. From now on my browser will tell me we have a working relationship when I’m at your site, and I can look at what’s happening on both sides of it.
None of this can be contemplated in relationships defined entirely by the sellers, all of which are silo’d and different from each other, which is what we’ve had on the commercial Web since 1995. But it can be contemplated in the brick & mortar world, which we’ve had since Ur. What we’re proposing with VRM is nothing more than bringing conversation-based relationships that are well understood in the brick-and-mortar world into the commercial Web world, and weaving better marketplaces in the process.
A bit more about how the above might work:
And a bit more about what’s wrong with the commercial Web (so far, and it’s not hard to fix) here:
So, to move forward, consider this post a shout-out to VRM developers, to the Tracking Protection Working Group at the W3C, to browser developers, to colleagues at Berkman (where Chris Soghoian was a fellow, about at the time he helped think up DNT) — and to everybody with the will and the ways to move forward on this thing.
And hey: it’s also our good luck that the next IIW is coming up at the Computer History Museum in Mountain View, from October 23rd to 25th. IIW is the perfect place to meet and start hashing out DNT-D (I just made that up: DNT-Dialog) directions. IIW is an unconference: no keynotes, panelists or vendor booths. Participants vet and choose their own topics and break out into meeting rooms and tables. It’s an ideal venue for getting stuff done, which always happens, and why this is the 15th of them.
Meanwhile, let’s get in touch with each other and start making it happen.