Online tracking involves advertising companies and social networks collecting information about users' online behavior without their consent by following them across websites. This allows trackers to learn personal details and change ads or prices personalized to each user's profile. Tools like Collusion and Tracker Block can help make tracking more transparent by displaying which third parties are tracking a user and allowing users to block specific trackers, but complete prevention of profiling is impossible as tracking is widespread and persistent on the modern web.

1. Behavioral Tracking
B Y : K A N U P R I YA

2. Content Layout
• What is online Tracking ?
• Who are Trackers ?
• What can we do ?
• Behavioral Advertisement

3. What is Online Tracking ?
Let’s say you’re browsing online, looking to buy something.

4. Advertising companies and social networks are following you behind the
scenes, collecting lots of information about you.

5. They can see what you’re looking at and
where you are.
They follow you across the web, always adding
more info to the profile they have of you.

6. Based on all they know about you,
they can change the ads you see...
And can charge you different prices for the same
things.

7. Some Facts ….
• At any point of time , more than 30 % of the world population can go
online.
• A recent study showed that young generation alone is spending overs 8
hours a day online.
• About 24% of online advertisers now use Behavioral Tracking…. with that
proportion expected to swell to 85% by 2020.

8. Many of us believe that internet is a
Private Place………… But its not
With every click of mouse and every touch of
screen….we are leaving breadcrums of our
Personal Information

9. Who are trackers ?
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Insurance companies
Hiring managers
Creditors
Spammers
Identify thieves
Stalkers
And anyone else who’s curious.

10. Behavioral Tracking
B e h a v i o r a l Ta r g e t i n g
From Wikipedia, The Free Encyclopedia
B e ha v i ora l ta rgeti ng i s a te c hn i q u e u s e d b y on l i n e p u b l i s he rs a n d
a d v e rti s ers to i n c re a s e the e f f e c ti v e nes s of the i r c a mp a ig ns .
B e ha v i ora l ta rgeti ng u s e s i n f orma ti on c ol l e c te d on a n i n d i v i d ua l' s
w e b - brows in g b e ha v i or, s u c h a s the p a g e s they ha v e v i s i te d or the
s e arc he s they ha v e made , to s e le c t whi c h adve rti s ements to di s p lay to
tha t i n di v i dual. Pra c ti ti on e rs b e l i ev e thi s he l p s the m d e l i v e r the i r on l i n e
a d v e rti s ements to the u s e rs w ho a re mos t l i ke l y to b e i n te re s te d .
B e ha v i ora l marketin g c a n b e u s e d on i ts ow n or i n c on j u n c ti on
w i th othe r f orms of ta rg e ti n g b a s e d on f a c tors l i ke g e og ra p hy,
d e mog ra phi cs or the s u rrou n d i n g c on te n t.

11. THE CHALLENGE
Marketers are always looking for the most effective way to put their
message in front of the right audience at the right time. Major
business advertisers are seeking to overcome increasing, audience
fragmentation and longer purchase cycles.
You…the publisher is being asked to provide a solution.

12. Spending on behaviorally targeted ads is growing fast…
2007 : $350,000,000
2008 : $525,000,000
2009 : $775,000,000
2010 : $1,100,000,000

13. WHAT CAN HELP YOU ?
Mozilla provides us with a very effective tool to keep a watch on all the trackers
who TRACK us.
COLLUSION
Collusion is an experimental add-on for Firefox and allows you to see all the third
parties that are tracking your movements across the Web. It will show, in real
time, how that data creates a spider-web of interaction between companies
and other trackers.

14. Who earns from it and how ?
If a user clicks on an advertisement (in the ‘cost-per-click’ model), the ad network collects
payment from the corresponding advertiser, and pays out a part of it to the publisher
Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct
traffic to websites, in which advertisers pay the publisher (typically a website owner) when the
ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked

15. WHAT IT DOES ?
After you download and install Collusion in Firefox , you
can "see who is tracking you across the Web and
following you through the digital woods
memory of the Internet is forever. We are being
watched. It's now time for us to watch the
watchers.“

16. Lets see how it does ?

17. • I've been using Collusion for some time now and it is jaw-dropping to
watch all the sites that still stalk us across the web even with DNT(Do
Not Track) and privacy add-ons.
• After a normal search done by any student…his graph can go as
messy as this…

18. Even when you open 3-4 websites …..
almost 20 websites are tracking you without your
permission
T h i s i s a g r a p h wh i ch s h ows wh en onl y 4 s i t es wer e op ened.

19. Tracking the trackers: who are the companies monitoring us online

20. • The Tracker Block extension has more options, specific to your web
browser, including Firefox, Internet Explorer and Chrome. Tracker
Block stops tracking by blocking specific companies from reading or
writing cookies through your web browser. Tracker Block also
deletes other files, like Flash cookies, that tracking companies may
leave on your computer.
• Tracker Block automatically updates your block list with new
tracking companies.

21. Simple Changes to Stop Online Tracking
• Install Adblock Plus
• Change Cookie Settings
• Turn Off Referers
• Install HTTPS Everywhere
Block hundreds of sneaky trackers

22. WE cant help it out !!!!
• Even by using privacy add-ons and telling sites not to track you,
tracking that builds behavior profiles is out of control.
• We cant completely get rid of our Trackers !!!

23. THANKYOU !!