The largest U.S. websites are installing new and intrusive consumer-tracking technologies on the computers of people visiting their sites—in some cases, more than 100 tracking tools at a time—a Wall Street Journal investigation has found.
The tracking files represent the leading edge of a lightly regulated, emerging industry of data-gatherers who are in effect establishing a new business model for the Internet: one based on intensive surveillance of people to sell data about, and predictions of, their interests and activities, in real time. The Journal's study shows the extent to which Web users are in effect exchanging personal data for the broad access to information and services that is a defining feature of the Internet.The Journal's study shows the extent to which Web users are in effect exchanging personal data for the broad access to information and services that is a defining feature of the Internet.
In an effort to quantify the reach and sophistication of the tracking industry, the Journal examined the 50 most popular websites in the U.S. to measure the quantity and capabilities of the "cookies," "beacons" and other trackers installed on a visitor's computer by each site. Together, the 50 sites account for roughly 40% of U.S. page-views.
It's rarely a coincidence when you see Web ads for products that match your interests. WSJ's Christina Tsuei explains how advertisers use cookies to track your online habits.
The 50 sites installed a total of 3,180 tracking files on a test computer used to conduct the study. Only one site, the encyclopedia Wikipedia.org, installed none. Twelve sites, including IAC/InterActive Corp.'s Dictionary.com, Comcast Corp.'s Comcast.net and Microsoft Corp.'s MSN.com, installed more than 100 tracking tools apiece in the course of the Journal's test.
The Journal also surveyed its own site, WSJ.com, which doesn't rank among the top 50 by visitors. WSJ.com installed 60 tracking files, slightly below the 64 average for the top 50 sites.
Some two-thirds of the tracking tools installed—2,224—came from 131 companies that, for the most part, are in the business of following Internet users to create rich databases of consumer profiles that can be sold. The companies that placed the most such tools were Google Inc., Microsoft. and Quantcast Corp., all of which are in the business of targeting ads at people online...
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