Online tracking is the process of gathering information about you through sophisticated analytics embedded on websites. The information gained via online tracking is used to create your unique online profile (or digital fingerprint), which allows advertisers to identify you online. This can affect you in several ways:
- Advertisers may use information about your online behavior to spam you with targeted advertising.
- Certain websites may also show higher prices for products that you have been researching online, such as plane tickets.
- Many of your favorite websites store huge amounts of information about you, which is vulnerable to data breaches. If this data gets hacked, third parties can access and use your personal data.