How Much Are You Tracked on the Internet?

We have all noticed how the Internet knows more about us than we thought possible. When searching for a restaurant near you, you don’t even have to enter the city, and you will get the results offering you the most suitable options. 

Or maybe you have noticed how quickly you get an offer to translate the site when you visit a website that is not in your native language? These are just some of the most common ways companies use the data collected about you. 

By using different methods of online tracking, from cookies and beacons to digital footprint, websites can collect additional data about you and use it for various purposes such as targeted marketing and fraud prevention. 

This has become easier than ever due to our growing online presence and the sheer amount of data we leave behind after every online interaction. 

There are almost 8 billion people in the world, and five billion of them have access to the Internet; with the continuing development of technology and the Internet, that number will just continue to grow. 

This has resulted in the exponential growth of data we leave online, regardless if it is our private data we overshare on social media or the bits of information websites collect when we access them. 

While we know that we are being tracked online, most people are still quite confused about why and how. So let’s dive into it. 

Why do Websites Want My Data?

We are all convinced that there is not much importance in your online interactions, so you can’t really seem to figure out why websites would want your data. It is not like they can do anything with it. 

Well, actually, they can. Websites spend a lot of effort to develop the best possible online tracking methods as they can use results to improve different elements of their business operations. 

By analyzing collected data, they can get better insight into users, allowing them to improve their service, optimize user experience, and increase revenue. They also use it to create effective targeted ads or prevent fraud and different types of cyberattacks such as an account takeover or identity theft. 

It is actually a win-win for everyone. While this does help websites increase their revenue, it also helps users to have a better online experience. Just think about streaming services that give you suggestions for what to watch next or eCommerce sites recommending items you would like based on your previous interactions. 

Tracking users’ behavior is nothing new. Throughout history, various physical companies incorporated it into their business operations to try and learn from it. They were gathering knowledge about their users, so they offer the best service. 

Anything from which products get the most interest from the different categories of users or even which ones are underperforming could’ve helped them to optimize their offer. This is a lot easier today since they can track your online behavior instead of actually keeping an eye on customers. 

By monitoring your online behavior, they can create a clear picture of your preferences and suggest products you might be interested in, which increases the possibility of a sale. 

How is My Online Activity Being Tracked?

The Internet is everywhere around us. With our growing online presence and businesses from different sectors experiencing a digital transformation, the Internet has impacted almost every aspect of our lives. 

There is hardly a business sector left that hasn’t experienced its benefits, from healthcare to high-tech travel. Companies constantly work on improving their business operations to cope with a new business environment and remain successful, and online tracking can help them with that.

But how exactly is your online activity being tracked? There are a few methods, and these are the most common ones. 

Cookies

Anyone with Internet access knows about cookies since every website is required to ask your permission to collect and store them. Cookies are small text files stored in your browser that hold your log-in data and any custom settings or preferences.

They are mainly used to improve user experience. Even though Google is trying to replace cookies, they are currently using them to store your language settings and translate sites to your native language when needed. 

Tracking Beacons

These transparent, 1×1 pixel images load with the website or email and collect data about web traffic, user behavior, and site conversions. They help companies to keep track of the user’s interaction with their site.  

Browser Fingerprinting

This method is a bit more advanced than tracking with cookies and tracking beacons, which is why it is used in different business operations, from marketing and HR to fraud prevention and cybersecurity. 

It works by collecting users’ browser data, such as which device or browser they use, add-ons and extensions they have, and even their language settings or operating system. 

With this data, they can create a unique user profile allowing them to get a clearer picture of their preferences and also to recognize any changes that might indicate fraudulent behavior.

IP Address

This might be the easiest thing to track since every Internet user needs to have their own IP or Internet Protocol address which serves as their unique identifier. 

Even though your IP address doesn’t hold much information, it helps sites discover your general location, allowing them to offer you relevant products. In addition to that, it helps with fraud prevention as it can determine if it is on any spam blacklists and what its risk factor is. 

Conclusion

Every single website we access collects our data, making it one of the most valuable assets in today’s world. While we might not be able to stop, or even want to, considering it makes our lives easier, we still need to be aware of all of its benefits and risks. 

The world is changing, and our lives are becoming increasingly digital with every day passing. 

We have all embraced technology in almost every aspect of our lives, from professional to personal, but it can still bring some risks if we are not careful enough. Internet security needs to become everyone’s responsibility, with everyone becoming more mindful when accessing the Internet.