Advertisers are most likely tracking you, sort of. Should you be concerned?
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This is Leo Notenboom for askleo.info.
This week there was news of a movement to create a “do not track” registry
for the internet, much like the “do not call” registry.
Yep, big brother may not be tracking you, but it’s likely that Madison
Most people don’t realize how much their online activities are being tracked
by retailers and advertisers. Most don’t think about it, and those that do
typically have a serious and often paranoid misconception about exactly what’s
For example a retail store might place your customer number in a cookie on
your machine so that the next time you visit the site automatically receives
that cookie and knows who you are.
Advertisers can also place so-called “third party” cookies on your machine.
Since the same advertiser may be displaying ads on thousands of websites they
can track where you go across those sites, even the sites you’ve never been to
So here comes the paranoia: “Oh my God, you mean advertisers are tracking
Well, yes … but no.
They’re likely not interested in you as a specific individual.
There are simply too many people for them to bother tracking anyone
specifically. Advertisers are interested in crowds of people, and they collect
or “aggregate” the data to see what trends those crowds are following. For
example, if half of the people that visit Joe’s on-line book store also visit
Mary’s on-line grocer, that’s very interesting data that might be used to
tailor specific or more relevant offers to that crowd.
If you’re one of the people in that crowd … well, your identity is likely
just lost in the noise.
Amazon.com does this kind of thing within their store all the time. They
track what you’ve purchased and even what you’ve just looked at, so as to make
suggestions of other merchandise that might appeal to you.
Most advertiser tracking is really not much more than the same thing, only
with less accuracy, applied to larger groups of people, and across a broader
range of sites. Sites may not know who you are, but they may be able to better
target what they offer you based on the characteristics of the kinds of crowds
you appear via tracking to belong to.
Yes, you can disable cookies, but then a bunch of sites stop working
completely. You can disable the third party cookies in most browsers if you
like, but there are apparently ways around this that allow the same kinds of
information to still be collected.
This isn’t to say we shouldn’t be watchful, we should. This type of tracking
data could be abused. That’s one reason I actually do business on-line with a
handful of companies that I trust.
But in the long run, with a little bit of common sense, I’m just not that
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Till next time, I’m Leo Notenboom, for askleo.info.