![]() To make matters worse, the sheer number of websites makes it hard to monitor compliance with regulation, especially as requirements vary among geographies. However, studies show that tracking remains a potential threat to privacy, as users are not always capable of dealing with the intricate and laborious requirements of consent management systems. Regulations such as the EU’s GDPR/E-Privacy and California’s CCPA aim to set boundaries and provide consumers with knowledge regarding tracking practices and cookies. In other cases, tracking may be deployed in more privacy-intrusive ways - such as when used on health or political websites that may reveal a lot more about one’s personal life and identity. In some cases, tracking is employed to evaluate business tactics and improve sales. In many cases, website owners want to improve their advertising income or streamline their ad campaigns. There are a variety of motivations behind online tracking. Why we're tracked and what's being done about it Each of these trackers may be present on multiple sites that the user visits, allowing the tracker to piece together a detailed profile of a person’s interests and behaviors.Half of those will start tracking them within the first two hours of browsing activity.People browsing the web for only a week are expected to encounter 177 tracking entities on average.How pervasive is online tracking?Ĭollecting detailed web browsing behavior data is now a ubiquitous practice on the internet, exercised by most websites and in all jurisdictions.Ī recent study by Norton Labs measured the prevalence and behavior of online trackers and unveiled fascinating results. Here’s what you need to know about online tracking. We’ve applied our research to develop Norton AntiTrack, a new tracking protection product designed to help you take back your privacy. Norton Labs has done in-depth research into tracking - and it has a direct impact on your privacy. Do you know what is happening behind the scenes as you’re browsing the web? Are you aware of the extent and frequency at which your online behavior is being tracked, shared, and analyzed? ![]()
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