Online tracking is growing faster than most people realize

In one year the number of tracking firms have doubled and the amount of data they collect has grown more than 400 percent, according to a study by Krux Digital.

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When I walk into my favorite diner for breakfast, I love it when the waitress recognizes me, has my coffee ready, and wants to know if I will have my usual oatmeal.  Others would rather not be known as a regular, and they just like to order something different every time.  Consumers should be able to clearly understand the practices of the businesses they engage with, easily be able to express their preferences, and have those preferences honored.

Consumers should also be able to order the eggs and bacon and not have to worry about their insurance agent calling them up a few days later and saying, I’m sorry but we’re going to have to raise your rates, your risk of a heart attack just went up 3.2 percent.

That’s the problem with trackers. As consumers, we don’t know who’s doing it, we don’t know what data they’re collecting, and we don’t know how that data will ultimately be used. We just know there’s more and more of them with each passing day.

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