Friday, March 20, 2015

Enterprises TV Examines How to Avoid Consumer Tracking Via Digital Device

Consumers connect to the Web through the digital devices they own. They can log in from a smart phone, tablet, laptop or a desktop from home. And the interests they are interested in are being tracked. Enterprises TV examines how to avoid consumer tracking via digital device.

There are two identified methods of following the consumer to their interests online. Deterministic tracking happens when a consumer signs into a service or platform and through that is linked to devices. Probabilistic tracking uses information, including the type of device or IP address to create a “digital fingerprint” that links the person from one device to the next. This type of tracking is worrisome because the consumer has no way to control it.

Most consumers are aware of online behavioral advertising. This is when someone searches for information about something such as a new car, or a pair of jeans. Soon, ads start showing up everywhere on the net for that specific car or that pair of jeans.  This is not news to most regular user of the Internet. Cookies, or little tracing devices, stored in browsers allow advertising companies to follow the consumer around the Internet.  Fortunately, all browsers come with a way to stop this type of tracking.

The Enterprises TV show relays that turning off the cookie tracker in a browser is one way to avoid being followed around the Internet.  But once a consumer links his devices, the disabled cookies on the tablet or laptop do not carry over to a smart phone. This is characteristic of deterministic tracking. The best way to avoid being tracked at all is to follow browser instructions to disable cookies and other trackers.  Finally, the federal government is accepting comments from the public about cross device tracking. FTC leave commentto add a comment.