In the digital world today, it is difficult to go online without being tracked. Have you ever noticed that after you have recently viewed a new product, similar related advertisements will appear on your screen?

This is because more and more websites are embedding website tracking techniques so they can identify your personal preferences, but is your private information being kept safe and secure?

What is web tracking? 

Web tracking is achieved by the use of cookies reporting what their visitors are doing on their website.

Subsequently, advertisers can create a profile of each visitor and tailor their adverts to ensure the individual will be interested in their content.

However, in a lot of cases, personal data is being used negatively and people are becoming too familiar with many cyber-crimes such as identify theft and email phishing.

This is why people all over the world are now interested in and making use of anti-tracking software.

What can anti-tracking software do? 

Browser extensions such as Ghostery and Privacy Badger help manage website trackers for a cleaner, faster and safer experience.

Their advanced software systems detect and block thousands of third-party data-tracking technologies – putting control of individual data back into the consumers’ hands.

Its purpose is to promote a balanced approach to internet privacy between consumers and content provider, by blocking advertisements and tracking cookies that do not respect the user’s web browsing settings.

How does this impact advertisers? 

As a practical matter, the advertising industry has no choice but to try to improve today’s tracking technology as the ‘anything-goes’ era of tracking ends.

But exactly how things will turn out is very much unknown.

The advertising industry needs to show accountability and reliability to the preferences set by consumers.

Ultimately, the new anti-tracking software’s will let advertisers prove their compliance to regulators, privacy advocates and the web browsers that represent us online.

It will also telegraph early warning signals that will quickly flag noncompliance.

Categories: Blog