Shining a Spotlight on Online Tracking

ONLINE PRIVACY TRACKING THE TRACKERS As you browse the web a record of your journey is collected using cookies, data stored on your computer. This data is used by hundreds of different companies to develop a detailed view into who you are and what you like online. Tracking can make the web more relevant, for example, if you read reviews for a pair of sneakers on one website, then other websites you visit may show you advertisements for running shoes. To accomplish this, these websites use online trackers - about 86% of major websites monitored by Keynote Systems expose you to these tracking companies. Read on to learn more about this practice, how it goes wrong and how it can be done right. HOW DO ONLINE TRACKERS TRACK YOU? 1 BRO WSE 2 COOKIES 3 TRA CKERS You visit your Tracking companies, As you surf the web favorite websites embedded on those sites, trackers use cookies to leave files on your record where you go computer called cookies 86% OF WEBSITES HAVE TRACKERS 73% 94% 84% 96% OF FINANCE OF TRAVEL OF RETAIL OF MEDIA & WEBSITES WEBSITES WEBSITES NEWS WEBSITES HOW ONLINE TRACKERS VIOLATE YOUR PRIVACY 27% 41% 56% DON'T PROMISE TO DON'T OFFER WITHOUT INDUSTRY ANONYMIZE DATA AN OPT OUT OVERSIGHT OR REGULATION AVERAGE NUMBER OF TRACKERS PER WEBSITE FINANCE TRAVEL RETAIL MEDIA & NEWS WEBSITES WEBSITES WEBSITES WEBSITES 14 QQQQ | QQ0Q EXAMPLE: HOW BURBERRY.COM RESPECTS YOUR PRIVACY ONLINE Burberry, like most websites, does use tracking companies, however the quality of those companies demonstrates Burberry's commitment to privacy. -8- 100% »ANONYMIZED+ INDUSTRY REGULATED TRACKERS WITH OPT-OUT Keynote detected eight unique trackers on Each of the trackers Finally each tracker is a member of a principled Burberry.com - less than the number of trackers on most websites promises to keep the data it collects anonymized and as a result is subject to FTC regulation should it fail to do so. industry association and offers users a way to opt-out of tracking. Keynote is the global leader in Internet and mobile cloud testing & monitoring. We provide companies with solutions for continuously improving the online experience for their web visitors. With Keynote Web Privacy Tracking, companies become aware of the 3rd parties who show up on their website, how they got there and their privacy practices, so the companies can ultimately ensure better adherence to their consumer privacy policies. The study represents 270 websites monitored by computers in Keynote's global infrastructure of over 7,000 measurement computers, network probes and mobile devices. The tracking data collected was instantly analyzed using proprietary Keynote technology that includes a database of over 600 unique trackers, and more than 1,000 tracking domains. To learn more about Keynote visit us at www.keynote.com/webprivacymonitoring Twitter ID:@keynotesystems keynote The Mobile & Internet Performance Authority