Online tracking refers to the practice of monitoring and recording a user’s digital activities and behavior as they navigate the internet. This process is typically conducted by websites, advertisers, and other online entities to collect data for various purposes, such as personalizing content, improving user experiences, and delivering targeted advertisements.

One of the primary methods of online tracking is through the use of cookies, small text files that are stored on a user’s device when they visit a website. These cookies can contain information about a user’s browsing history, preferences, and login credentials, allowing websites to remember users and tailor their experiences.

Another common tracking technique is the use of web beacons, also known as pixel tags or tracking pixels. These are tiny, invisible images or pieces of code embedded in web pages or emails, which can track when and where a user interacts with content.

Online tracking raises privacy concerns, as it can lead to the collection of extensive personal data, potentially without the user’s explicit consent. This data can be used for targeted advertising, creating user profiles, or even sharing with third parties. In response to these concerns, regulations like the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have been enacted to give users more control over their data and require transparency in tracking practices.

While online tracking can be beneficial for personalizing online experiences, it also necessitates a balance between convenience and privacy, requiring users and organizations to be aware of their digital footprint and data-sharing practices.