Key Facts About Online Data Tracking
When you visit a website, your personal data — including cookies, device identifiers, and browsing activity — may be processed by the site and up to 212 third-party partners. This data is used for purposes such as personalised advertising, content recommendations, and analytics. Users have the right to manage their consent through privacy settings.
How Your Data Is Used
Personalised Advertising
Your activity on a service (e.g., forms you submit, content you view) can be combined with information from other websites or apps to build a profile of your interests. This profile is then used to show you ads that are more relevant to you. Advertisers may also measure how well their campaigns perform based on your interactions.
Content Personalisation
Similar to advertising, your profile can be used to tailor non-advertising content — such as articles or videos — to your interests. For example, the order of content may be adjusted to show you what you are most likely to enjoy.
Analytics and Improvement
Data about your interactions helps websites improve their products and services. This includes understanding which content is popular, detecting fraudulent activity (like bot clicks), and ensuring technical compatibility.
Your Privacy Choices
Most websites offer a consent management platform (CMP) where you can choose which purposes and vendors you allow. Common options include:
- Store and/or access information on a device — Cookies and identifiers are used to recognise your device.
- Use limited data to select advertising — Ads are based on basic information like your device type or non-precise location.
- Create profiles for personalised advertising — Detailed profiles are built from your activity across services.
- Use precise geolocation data — Your location within 500 metres may be used for targeted ads or content.
You can withdraw consent at any time by clicking the privacy settings link usually found at the bottom of the page or in the site menu.
What You Should Know
Data tracking is not inherently harmful, but it raises privacy concerns. It is important to review the privacy policies of websites you visit and adjust your settings according to your comfort level. Remember that your choices are saved as digital signals that vendors must respect.
Frequently Asked Questions
What is online data tracking?
Online data tracking refers to the collection of information about your browsing activity, device, and location by websites and third-party vendors. This data is used to build profiles for personalised advertising, content recommendations, and analytics.
How can I manage my privacy settings?
Most websites provide a privacy or cookie settings link in the footer or menu. You can use these options to grant or withdraw consent for specific purposes like personalised ads, content personalisation, and data sharing with partners.
What types of data do websites collect?
Websites may collect cookies, device identifiers, browser type, language, screen size, IP address, precise geolocation (within 500 metres), and information about your interactions with ads and content.
Why do websites share data with partners?
Data sharing with partners allows for more relevant advertising, improved content recommendations, and analytics. Partners may use the data for profiling, ad measurement, and fraud prevention.