<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>In the modern online world, users are often asked for a permission to track their actions as a permission to “allow cookies”. The gathered information could be very valuable for a potential advertiser. However, online tracking is not only a benefit for a user but also a threat to the user’s privacy. This information combined with a targeted advertisement on a mass scale has potential to alter behaviour of large groups. This study summarises previous academic work on online user tracking and anti-tracking measures. As a result, it describes the current mechanisms used to track a user, as well as some methods that can be applied to reduce tracking. The study concludes that government legislation and open dialog between Internet users and advertisers might be the only way to ensure online privacy.</p>
</abstract>

In the modern online world, users are often asked for a permission to track their actions as a permission to “allow cookies”. The gathered information could be very valuable for a potential advertiser. However, online tracking is not only a benefit for a user but also a threat to the user’s privacy. This information combined with a targeted advertisement on a mass scale has potential to alter behaviour of large groups. This study summarises previous academic work on online user tracking and anti-tracking measures. As a result, it describes the current mechanisms used to track a user, as well as some methods that can be applied to reduce tracking. The study concludes that government legislation and open dialog between Internet users and advertisers might be the only way to ensure online privacy.

Internet User Trackers and Where to Find Them

Applied Computer Systems

This work is licensed under the Creative Commons Attribution 4.0 International License.

{"article-title":"Internet User Trackers and Where to Find Them"}

In the modern online world, users are often asked for a permission to track their actions as a permission to “allow cookies”. The gathered information could be...

Internet User Trackers and Where to Find Them

Published Online: Aug 23, 2022

Page range: 75 - 82

DOI: https://doi.org/10.2478/acss-2022-0008

Keywords
Behavioural online advertisement, browser fingerprinting, internet user tracking, online user tracking

© 2022 Vitalijs Teze et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Internet User Trackers and Where to Find Them

Published Online: Aug 23, 2022

Page range: 75 - 82

DOI: https://doi.org/10.2478/acss-2022-0008

KeywordsBehavioural online advertisement, browser fingerprinting, internet user tracking, online user tracking

© 2022 Vitalijs Teze et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Behavioural online advertisement, browser fingerprinting, internet user tracking, online user tracking