Third-party tracking software is increasingly is controlled by only a handful of companies.
By Louise Matsakis | MOTHERBOARD
When you surf around on the internet, you’re not the only one collecting information. While you check out various web pages, web trackers gather data about you, often without your consent.
Trackers have plenty of legitimate functions, for instance, „cookies“ keep you logged into websites. They’re what prevent you from needing to reenter your username and password every time you load a website.
The problem is that most companies don’t build their own tracking tools, and instead rely on ones developed by third parties, meaning a small number of corporations have an enormous amount of data about our browsing habits. A handful of companies, like Google, CloudFront (owned by Amazon), and Optimizely, make by far the most popular tracking tools on the internet.