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CHIPS Articles: What companies can find out about you from just one click

What companies can find out about you from just one click
The perils and perks of online tracking
By CHIPS Magazine - October 31, 2017
You check the news, weather, sports scores and order toys for the kids from your favorite online retailer and then each website you visit, you find an array of online ads targeted to your tastes and interests. How do websites “know” your preferences from visit-to-visit or device-to-device? The answer may be in the “cookies” — or in other online tracking methods like device fingerprinting and cross-device tracking, according to the Federal Trade Commission.

A cookie is information saved by your web browser. When you visit a website, the site might store a cookie so it can recognize your device in the future. Later if you return to that site, it can read that cookie to remember you from your last visit. By keeping track of you over time, cookies can be used to customize your browsing experience or to deliver ads targeted to your favorite activities or shopping sites. While cookies make online browsing convenient and efficient, there is another potentially malicious threat to this digital ease and you must evaluate the risks. Just as quickly as technology advances, companies must evolve their privacy standards and consumers may have to change their browsing habits.

Who places cookies on the web?

First-party cookies are placed by the site that you visit. They can make your experience on the web convenient and enjoyable. For example, they help sites remember: items in your shopping cart, your log-in name, and your preferences, like always showing the weather in your hometown or the local news.

Third-party cookies are placed by someone other than the site you are on. For example, the website may partner with an advertising network to deliver some of the ads you see, according to the FTC. Or they may partner with an analytics company to help understand how consumers use their site. These “third party” companies also may place cookies in your browser to monitor your shopping or other online behavior over time.

These companies may develop a detailed history of the types of sites you frequent, and they use this information to deliver ads tailored to your interests. For example, if an advertising company identifies that you read a lot of articles about gourmet food and restaurant reviews, it may show you ads about cookware and restaurants in your area — even on an unrelated site you’re visiting for the first time.

Understanding Other Online Tracking

There are other types of online tracking, according to the FTC. A Flash cookie is a small file stored on your computer by a website that uses Adobe’s Flash player technology. Flash cookies use Adobe’s Flash player to store information about your online browsing activities. Flash cookies can be used to replace cookies used for tracking and advertising because they also can store your settings and preferences. Similarly, companies can place unique HTML5 cookies within a browser’s local storage to identify a user over time. When you delete or clear cookies from your browser, you will not necessarily delete the Flash cookies stored on your computer, warns the FTC.

Device fingerprinting can track devices over time based on your browser’s configurations and settings. Because each browser is unique, device fingerprinting can identify your device — without using cookies. Since device fingerprinting uses the characteristics of your browser configuration to track you, deleting cookies won’t work in this instance either. Device fingerprinting technologies are evolving and can be used to track you on all kinds of internet-connected devices that have browsers such as smartphones, tablets, laptops and desktop computers.

When you access mobile applications, companies don’t have access to traditional browser cookies to track you over time. Instead, third party advertising and analytics companies use device identifiers — such as Apple iOS’s Identifiers for Advertisers (“IDFA”) and Google Android’s Advertising ID — to track the different applications used on a particular device.

More and more, consumer devices, in addition to phones, are capable of being connected online. For example, smart entertainment systems often provide new ways for you to watch TV shows and movies, and may also use technology to track what you watch. The FTC says look at the settings on your devices to investigate whether you can reset identifiers on the devices or use web interfaces on another device to limit ad tracking.

Controlling Online Tracking

Different browsers have different ways to let you delete cookies or limit the kinds of cookies that can be placed on your computer. The FTC recommends that when you choose a browser, you should consider which suits your privacy preferences best.

To check out the settings in a browser, use the “Help” tab or look under “Tools” for settings like “Options” or “Privacy.” From there, you may be able to delete cookies or control when they can be placed. Some browsers allow add-on software tools to block, delete or control cookies. Security software often includes options to make cookie control easier. If you delete cookies, companies may not be able to associate you with your past browsing activity. However, they may be able to track you in the future with a new cookie when you visit their sites again.

If you block cookies entirely, you may limit your browsing experience. For example, you may need to enter information repeatedly, or you might not get personalized content that is meaningful to you. Most browsers’ settings will allow you to block third-party cookies without also disabling first-party cookies.

Controlling Flash cookies and device fingerprinting

The latest versions of Google Chrome, Mozilla Firefox and Microsoft Internet Explorer let you control or delete Flash cookies through the browser’s settings. If you use an older version of one of these browsers, upgrade to the most recent version and set it to update automatically.

If you use a browser that doesn’t let you delete Flash cookies, look at Adobe’s Website Storage Settings panel. There, you can view and delete Flash cookies and control whether you want to allow them on your computer.

Like regular cookies, deleting Flash cookies gets rid of the ones on your computer at that moment. Flash cookies can be placed on your computer the next time you visit a website or view an ad unless you block Flash cookies entirely.

Controlling tracking in or across mobile apps

You can reset the identifiers on your device in the device settings. iOS users can do this by following Settings > Privacy > Advertising > Reset Advertising Identifier. For Android, the path is Google settings > Ads > Reset advertising ID. This control works much like deleting cookies in a browser — the device is harder to associate with past activity — but tracking can start anew using the new advertising identifier.

You also can limit the use of identifiers for ad targeting on your devices. If you turn on this setting, apps are not permitted to use the advertising identifier to serve consumer-targeted ads. For iOS, the controls are available through Settings > Privacy > Advertising > Limit Ad Tracking. For Android, Google Settings > Ads > Opt Out of Interest-Based Ads. Although this tool will limit the use of tracking data for targeting ads, companies may still be able to monitor your app usage for other purposes, such as research, measurement and fraud prevention.

Mobile browsers work much like traditional web browsers, and the tracking technologies and user controls are much the same as for ordinary web browsers, described above.

Mobile applications can also collect your geolocation to share with advertising companies. The latest versions of iOS and Android allow you to limit which particular applications can access your location information.

Private Browsing

Many browsers offer private browsing settings that are meant to let you keep your web activities hidden from other people who use the same computer. With private browsing turned on, your browser won’t retain cookies, your browsing history, search records or the files you downloaded. Privacy modes aren’t standard, though; it’s a good idea to check your browser to see what types of data it stores.

Note that cookies used during the private browsing session still can communicate information about your browsing behavior to third parties. So, private browsing may not be effective in stopping third parties from using techniques such as fingerprinting to track your web activity.


Some websites and advertising networks allow you to set cookies that tell them not to use information about the sites you visit to target ads to you. For example, the Network Advertising Initiative (NAI) and the Digital Advertising Alliance (DAA) offer tools for opting out of targeted advertising — often by placing opt-out cookies. If you delete all cookies, you’ll also delete the cookies that indicate your preference to opt out of targeted ads, according to the FTC.

Cookies are used for many purposes, for example, to limit the number of times you’re shown a particular ad. So even if you opt out of targeted advertising, a company may still use cookies for other purposes.

“Do Not Track”

Do Not Track is a setting in most internet browsers that allows you to express your preference not to be tracked across the web. Turning on Do Not Track through your web browser sends a signal to every website you visit that you don’t want to be tracked from site to site. Companies then know your preference. If they have committed to respect your Do Not Track preference, they are legally required to do so. However, most tracking companies today have not committed to honoring users’ Do Not Track preferences.

Can I block online tracking?

Consumers can learn about tracker-blocking browser plugins which block the flow of information from a computer to tracking companies and allow consumers to block ads. They prevent companies from using cookies or fingerprinting to track your internet behavior.

To find tracker-blocking plugins, type “tracker blocker” in your search engine. Then, compare features to decide which tracker blocker is best for you. For example, some of them block tracking by default, while others require you to customize when you want to block tracking.

Websites that rely on third party tracking companies for measurement or advertising revenue may prevent you from using their site if you have blocking software installed, the FTC cautions. However, you can still open those sites in a separate browser that doesn’t have blocking enabled, or you can disable blocking on those sites.

Remember new websites spring up every day, technology changes frequently and you must be vigilant in protecting your personally identifiable information. Read privacy policies carefully when browsing or downloading apps, set your browser’s privacy settings to your comfort level and consider limiting your online browsing to known reputable websites.

If your identity has been compromised, visit the FTC's to find out what to do.

For more tips and tricks on how to stay safe online, visit

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