UGH! Sometimes I feel like an ambassador to the internet.
I own a digital marketing and consulting firm. In addition to helping clients create and post content, we also help them manage their "Sales
funnel" through the use of online advertising. Many of our ATS members from the EU, Australia and Canada may not be familiar with what I am going to
share with you as, for whatever reason, they have outlawed many of these practices - perhaps due to a lack of industry oversight.
First of all, EVERYTHING you do online is tracked - ANONYMOUSLY. This means that you have a profile built upon pixel tags, cookies, email logins,
explicit data posted on Facebook or LinkedIn, etc... There are THOUSANDS of ways that data is collected and built against your profile. That said,
your profile isn't really attached to you. It is attached to a randomized user ID.
In the USA, we have 2 primary organizations who ensure compliance with privacy laws; the DMA (Digital Marketing Alliance) and IAB (Interactive
Advertising Bureau). These two organizations, together with input and oversight from the BBB (Better Business Bureau) and the FCC (Federal
Communications Commission) ensure that all advertisers and their technology providers abide by OBA (Online Behavioral Advertising) Guidelines,
co-written by DMA, IAM, FCC and the BBB.
Part of compliance comes from the publishers as well - ATS, for example, is a publisher. Without getting too much into the nerd aspect of how all of
this works, ATS continually monitors advertisements placed on their websites to ensure that tracking tags and pixels are NEVER placed on an
individuals computer that would allow for personal identification. Rest assured, advertisers try but are almost immediately blacklisted by publishers
and ad servers alike.
So, yes - you are being tracked - but not YOU, the metaphysical you - but your profile of interests. In this way, advertisers and publishers can
offer content that is deemed to be relevant to you - keeping in mind that a publishers goals are to a.) keep you on their site for as long as possible
and b.) to keep you returning as frequently as possible (There are far too many reason why this is critical to publishers to list here). By the same
token, it is an advertisers goal to eliminate waste by not advertising to people who have no need or interest in their products. Example; how many 18
to 54 year old males need tampons? Advertisers increase advertising efficiency and ROI by delivering ads to those profiles who most align with their
target audience.
Now, if you want to get into the nefarious "SPYING" that takes place online, you need to look at black-hats and the government. These folks employ
techniques and technologies that NO off-the-shelf software can uncover and that NO "Do not track" command lines can stop.
There is nothing to worry about when FB or YouTube tracks your browsing habits. In fact, once you understand it better you would be thankful for
recognizing that the publishers are simply trying to cater to you.
Feel free to ping me if you have any questions. I live and work in the underbelly and know a great deal technically about haw this all works.