4/22/2023 0 Comments Signal online webAdvertisers also use cross-device tracking to link a users’ mobile devices to their workstation and other devices they may have in the home, forming an overall picture of their usage of all the different devices they interact with. ![]() ![]() On mobile devices, advertisers can use an identifier provided by the phone itself, in the form of a unique advertising identifier. Users are tagged with unique identifiers to pinpoint them and categorize their consumer behaviors into cohorts and micro-audiences: users from a certain neighborhood who are interested in used Audi cars, for instance. In order to target ads to users based on their online behaviors, the ad-tech industry relies on sophisticated tracking techniques that collect information about users as they browse the web and interact with apps on their mobile devices. ![]() Digital tracking also reaches into the physical world: shopping centers use automatic license-plate readers to track traffic through their parking lots businesses, concert organizers, and political campaigns use Bluetooth and WiFi beacons to perform passive monitoring of people in their area and retail stores use face recognition to identify customers, screen for theft, and deliver targeted ads. The average mobile app does the same, and many apps collect highly sensitive information like location, even when they’re not in use. The average web page shares data with dozens of third parties. Those ads are powered by online tracking, profiling, and targeting: a vast corporate surveillance network that harvests and analyzes our every click, query, and more. According to industry groups, revenues for online ads exceeded $150 billion USD in 2021 and continue to grow every year.
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