What is Web tracking?
Web tracking is the ability of a website to collect, store and share tabs about visitors, while also providing insights about them. An overview of the visitor's behavior can be used to deduce what contents appear on their feed. Web tracking makes users' online interaction a valuable source of information for marketers.
When a user visits a website, a third-party cookie is gathered from their device and web browser, which is used to improve the user experience on the website.
For example, if you have previously looked up a certain site for gaming consoles, your cache is automatically stored. If you then visit another domain or site, personalized advertisements relating to gaming consoles are filtered out for a better experience.
The most common Web tracking methods include;
This is done by collecting cookies about users from multiple websites. They collect data such as clicks, shopping preferences, device specifications, location, and search history.
Tracking cookies are usually used for advertising and appealing purposes with your permission. Cookie consent is always embedded in websites and clicked by users for data passage.
First-party cookies are built by the website visited and they help remind websites of your preferences while cookie Tracking is created by related third-party services.
This is a series of numbers and a unique address that is associated with your device on the web for identity. All devices have an IP address, including the website servers you visit.
IP addresses disclose a visitor's physical location, behavioral patterns and engagement history to tailor users preferences. What appears for the users is made relevant due to Web tracking.
IP tracking is only efficient if your IP address is visible.
This is a type of Web tracking that works discreetly by gathering data and other activities from the user's Device.
It improves your ability to be identified among many other visitors. And while you can delete your cookies, there’s no way to delete your browser fingerprint.
Browser fingerprinting gives a full report on users' identity including hobbies, screen resolution, and various other active settings.
Is Web Tracking Legal?
Web tracking is legal but its working remains widely misconceived by many online users. A lot of people conclude that their devices are being surveilled, then proceed to limit their web browsing activities for safety.
Major service providers, content providers and other third parties use this data to advertise to you and personalize your experience online.
Implications of Web tracking.
While being served personalized ads may not seem like a serious issue, the amount of information collected through digital fingerprinting and other tracking methods has the potential to be used quite underhandedly.
All methods of Web tracking reveal who you are, for example; Location is tracked based on IP address.
This may sometimes cause harm to users because of their personal information collected while browsing the web.
How to stop Web tracking.
Anti-tracking software: prevents any form of tracking in your system and gives you essential privacy protection when you're browsing or working online. This is done by blocking trackers and disguising your digital fingerprint
Clearing cookies: This process will log you out of all the websites that you are currently logged into on that computer or phone. Deleting cookies wipes all of your personal information from your browser, including usernames, passwords, search history, and website settings and preferences.
Browsing Incognito: incognito mode will make Web tracking impossible as your identity is hidden. It also doesn't save your browsing history or information entered in forms.
VPN: A Virtual Private Network (VPN) provides anonymity for users and hides your IP address from corporations, government agencies and would-be hackers.
Conclusion
Web tracking is a fundamental aspect of online activities that involves the collection and analysis of user data for various purposes. It has become an integral part of the digital ecosystem, enabling organizations to understand user behavior, personalize experiences, and deliver targeted advertisements.