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Report: Web sites crank up tracking tools
NEW YORK, Major U.S. Web sites are increasing the number of so-called tracking tools that collect personal details on behalf of marketers, the Wall Street Journal said.
The newspaper said some sites will be capable of planting more than 100 such tools at a time on the computers of visitors that allow real-time surveillance of their activities and generate detailed databases of consumer preferences.
The Journal said its investigation focused on 50 Web sites accounting for about 40 percent of U.S. page visits. A dozen sites, including Comcast.net and MSN.com, installed more than 100 such tracking files on test computers. Google and similar sites also use a plethora of tracking files to develop targeted advertising.
Some of the trackers seek data on personal income and health-related searches and do not offer users an opportunity to opt out, the report said.
The advertising industry was unapologetic, saying better ads were vital to the Web sites' finances. "We are delivering free content to consumers," said Mike Zaneis, vice president of public policy for the Interactive Advertising Bureau. "Sometimes it means that we get involved in a very complex ecosystem with lots of third parties."
NEW YORK, Major U.S. Web sites are increasing the number of so-called tracking tools that collect personal details on behalf of marketers, the Wall Street Journal said.
The newspaper said some sites will be capable of planting more than 100 such tools at a time on the computers of visitors that allow real-time surveillance of their activities and generate detailed databases of consumer preferences.
The Journal said its investigation focused on 50 Web sites accounting for about 40 percent of U.S. page visits. A dozen sites, including Comcast.net and MSN.com, installed more than 100 such tracking files on test computers. Google and similar sites also use a plethora of tracking files to develop targeted advertising.
Some of the trackers seek data on personal income and health-related searches and do not offer users an opportunity to opt out, the report said.
The advertising industry was unapologetic, saying better ads were vital to the Web sites' finances. "We are delivering free content to consumers," said Mike Zaneis, vice president of public policy for the Interactive Advertising Bureau. "Sometimes it means that we get involved in a very complex ecosystem with lots of third parties."