We’re being tracked everywhere online. Literally everything we do on the Internet is stored, analyzed, and disclosed to others via tracking technologies. Companies leverage tracking software and other methods to understand our online habits better and target us with personalized ads. They want to know what websites we visit, the products we buy, and the things we share with friends. As smartphones and other Internet-connected devices become more widespread, the amount of data we produce every day is staggering. We’re more vulnerable to marketing practices with more data available than ever.
Advertising Is the Main Driver Behind Tracking
We’ve all had the experience of looking for something online and, then, having ads for the same product or service following us around incessantly. It isn’t very pleasant. Being shown ads that market products or services reflecting your specific interests might sound convenient, but it’s not. Online ads are intrusive, flashy, and loud. Advertising itself isn’t the issue. It’s the way ads are shown to the user that can be problematic. Businesses should find a balance between ads and user experience. The right ad is offered the right way makes all the difference. Showing ads without filters completely disregards the user experience.
How Is Ad Tracking Harming Us?
Ad Tracking Is an Invasion of Privacy
Not all ads are bad. Nonetheless, advertising has gone too far. Our online movements are often collected by data brokers who sell the information to the highest bidder. The identifiable information that they collect is extensive, comprising everything from birthdays to job titles. Google, Facebook, and other tech companies are hungry for fresh data. Maybe so, but that doesn’t give them the right to spy on us. Personal data is being collected to support targeted ads in a way that violates our online privacy. Targeted ads have become a nightmare. Online targeted advertisements appear everywhere. It seems like there’s no escape.
There’s Potential for Discrimination in Online Targeted Advertising
As sales are the primary source of revenue, websites and apps allow for the installation of ad trackers. Ad tracking mainly benefits those watching us. Clicks, impressions, conversions, and so on, are used to set up more profitable campaigns. Advertisers can serve us ads based on our geographical location and viewing habits by tracking us. As online consumers, we’re isolated because the information we see is limited to what is targeted at us. Targeted ads can contribute to discrimination if employment, housing, and credit ads are based on gender, age, marital status, or ZIP code.