June 18th, 2012
Online Tracking Ramps Up
By JULIA ANGWIN
The Wall Street Journal
Online tracking on 50 of the most-visited websites has risen sharply since 2010, driven in part by the rise of online-advertising auctions, according to a new study by data-management company Krux Digital Inc.
The average visit to a Web page triggered 56 instances of data collection, up from just 10 instances when Krux conducted its initial study, in November 2010. The latest study was conducted last December.
The rapid rise in the number of companies collecting data about individuals’ Web-surfing behavior is testament to the power of the $31 billion online-advertising business, which increasingly relies on data about users’ Web surfing behavior to target advertisements.