On Monday, CBS ran a morning segment about targeted online
advertising and the growing trend to market to users based on their online
activity. They talked about ads targeted to site visitors based on what kind of
computer they’re using, what other sites they’ve visited, and what they’ve
purchased. But this shouldn’t come as a surprise to anyone who has spent any
amount of time shopping online. Companies like Google, Facebook, EBay, Amazon
and others are making a mint selling targeted ad space.
Since there are a few ways to go under the advertising radar, this will be broken into a two-part series. This week, we'll explore "opting out".
This woman has no idea what she's talking about. |
The reporter concludes the segment saying, “Is there a way
to stop them? Right now there’s not.”
I don’t know what passes for research at CBS, but there are
several things you can do to prevent websites from tracking your activity. But
before we get into that, let's explore how exactly online advertising works and
why these companies are tracking your every move.
How it works
Every time you surf through, let’s say a shopping website
(but don’t think that it’s limited to these sites), a third party advertising
company that has an agreement with that website is logging your IP address,
which pages you visit, how long you stay at those pages, how much you spend,
how fast your internet connection is, and about a hundred other things that are
combined to build a profile of who they think you are. That profile is then
stored in one of your browser’s folders as a “cookie”. Now, pretty much all
websites place cookies, but not all are used for advertising – many are
important – giving users full access to a site’s features. But, if you have a
tracking cookie, as you web surf and go to different sites, that cookie will
track your movements and record what you do on those sites.
Furthermore, many sites have agreements with outside
companies to whom your click information is forwarded whenever you visit. Let’s
say you go on Ford’s website because you’re in the market for a new car. After
shopping around for a while, you head over to the New York Times to catch up on
news. If both of those companies have a relationship with the same third party
advertising company (and it’s often the case that they will) that company might
show an advertisement for a brand new Mustang on the New York Times.
Now here’s where it gets even more personal. Think about a
company like Google. Google manages my email, my web searches, the route I take
in my car, and a lot more. How much does Google know about me? You can bet
they’ve got my name, my age, my geographic location, what I search for online,
and pretty much every other little detail. Companies like Google have enough
information to paint an extremely detailed portrait of their users.
So, what can you do to prevent companies from tracking your
online activity?
Part 1: Opt Out
1.
Opt
Out Cookies
A few years ago, investigators at
the U.S. Federal Trade Commission decided that some internet users might not be
very excited about having all of their personal data recorded and logged by
advertisers. Thus was born the opt-out cookie. For every tracking cookie used
by a company there is a corresponding FTC-required opt-out cookie that tells
the advertising company they can’t track you.
If you want to go with this
approach, it’s important to remember that there is no single blanket cookie
that prevents all tracking – you need to download an opt-out cookie for every
advertising company. Fortunately, a plug-in is available for most browsers that
will maintain a catalogue of these cookies and ensure that yours are up to
date.
2.
Do
Not Track
Remember the Do Not Call list for
telemarketers? This is basically the same thing but for online advertisers.
When you go to a site, information
is sent to the site’s servers and in bits called headers. When you use Do Not
Track – which is available as a plugin and will soon be available on Internet
Explorer – a header is sent to websites notifying them that you are on the Do
Not Track list.
Unfortunately, Do Not Track does
not apply to sites in closed networks like Facebook and since there is no legal
requirement forcing advertisers to go by this list and, from what we’ve seen,
most of them choose to ignore it. But hey, it can’t hurt right?
3.
Use
browser settings to disallow cookies
Image courtesy of infocarnivore.com |
This is the nuclear option. As
mentioned briefly above, many websites – especially social networking sites –
require cookies to function properly in your browser. To execute this correctly,
you’ll have to maintain an ‘allowed’ list so the cookies you do want will come
in without any of the bad ones.
Admittedly, this is probably one
of the most effective ways to prevent tracking. Unfortunately, it also requires
the most upkeep and may not be worth the compromise for most.
Next: Part 2 — Virtual Private
Networks