When you do anything online, you leave a trail. Learn how online tracking works and what you can do about it.
When you visit a website, it might place a file called a cookie on your browser. Websites use cookies to customize your browsing experience. When a website you visit places a cookie on your browser, that’s a first-party cookie. Here are some examples of how websites may use first-party cookies:
The websites you visit often allow other companies to place cookies as well — for example, to deliver ads targeted to you. These are third-party cookies. Here are some examples of third-party cookies:
Companies may track you using methods that are not based on cookies. For example, when you use an app on your smartphone, advertisers may use a unique identifier generated by your smartphone to track you.
Or they may use a technique called device fingerprinting. Device fingerprinting uses your browser’s unique configurations and settings to track your activity.
Companies may also use techniques to connect your identity to the different devices you use to go online — say, your laptop and your smartphone — and then tailor ads to you across all your devices.
You can’t completely get rid of targeted ads, but a few steps can help. The steps you take on one device (like your laptop) usually do not carry over to your other devices (like your mobile phone). And if you use more than one browser, the changes you make to one browser don’t affect the others. So remember to check all your devices and browsers.
There’s no global, one-stop solution. Expect to spend some time modifying the settings the first time you do this. After that, follow-up checks should take less time.
You can choose to have more privacy when you go online by adjusting the privacy settings on the browsers you use. These settings let you do things like
If you clear your cookies instead of blocking them, they’ll be set again when you browse, so you may need to clear them from time to time.
Here’s how to change the privacy and security settings on different browsers:
Make sure to adjust the settings on each device and each browser you use.
Most mobile devices have privacy settings that let you control whether ads will be targeted to you based on your app usage and browsing activity. These may include
Groups representing members of the advertising industry — the Digital Advertising Alliance and the Network Advertising Initiative — also have free opt-out tools. If you want to opt out, be sure to opt out on each device and browser.
Ad blockers keep ads from popping up or appearing on your browser. They work by filtering specific content according to rules set by the program or by the user. A wide range of ad blockers is available and you can find them by searching online. Compare features and reviews to decide which ad blocker is best for you.
Ad blockers don’t necessarily block all ads. That’s because some companies’ ad blockers show ads from advertisers that meet certain criteria set by the company. Ad blockers also do not detect or block viruses or malware.
If you have an internet-connected TV, you may also want to change the settings that let companies track information about what you watch. Many streaming devices and smart TVs have privacy settings that let you control advertising data collection and use. Search online for the name of your television or streaming device and “privacy settings” to get specific guidance on how to adjust these settings.
Data brokers collect personal information about you from a variety of sources. Then they resell or share that information with others for many purposes, including
Many data brokers are not affected by the privacy settings described above because they aren’t just advertisers.
Start by opting out of offers for credit and insurance at optoutprescreen.com. In addition, many data brokers offer opt-outs. For the most part, it’s a one-by-one process. To get information about data brokers, including whether you can opt-out, search this database from the state of Vermont.
Another option is to pay a company to do the work for you. If you decide to hire a company to opt out for you, make sure you know how much it costs and which data brokers they cover, and share only the personal information needed.