Google Chrome security concerns dismissed

Indeed, a controversial clause in the browser's license agreement was highlighted last week, forcing the company to clarify their position on user data and amend their terms.

The concern raised by users worldwide – that Google's retention of information entered into websites and their willingness to share this with other companies, in order to deliver targeted advertising to Chrome browser windows, gives them a license to do whatever they want with user data – echoes concerns raised following the launch of Gmail.

However, web analytics company Omniture have stepped up to defend the browser, as well as highlighting future requirements for marketers. Neil Weston, head of EMEA at the company, said:  "We believe an open source browser designed to run Internet applications efficiently is a positive step for the industry. However, more choice means more complexity. The arrival of Google Chrome will make it vital for web marketers to identify those people using the browser and optimise their content accordingly."

Weston highlights the concern that increased levels of user wariness could result in the implementation of too-strict privacy settings – rendering some of Chrome's features redundant.  "Businesses analysing their web traffic may also have raised a collective eyebrow at the mention of increased privacy settings with Google Chrome but there's no real cause for concern here.

"Google Chrome does offer an Incognito mode that deletes cookies upon browser exit if a user selects this setting. If this feature is turned on it results in a return visitor being counted as a new visitor for subsequent sessions. But this shouldn't cause too much of a problem in terms of analytics, as we only expect a small number of users to activate the feature. It exists already on other browsers and is rarely used."