How To Stop Advertising Companies From Tracking Your Online Activity For Targeted Web Ads

Back in the eighties, I used to hate television commercials, but I eventually got used to them. Had to, in order to enjoy my favorite shows. Then, the increasing number of billboard ads annoyed me in the nineties. They followed me everywhere I went--no escape--persuading me to buy the newest whatever. It seemed like Big Brotherism--like They Live. But, I got used to it. When I finally entered the digital age and became a web addict, I was peeved at the constant sight of online ads everywhere I visited. My rage eventually passed and... I got used to it. Had to.

But now that the whole world is connected to the Internet, advertisers are upping their game even more, with behavioral targeting. It's been around for a while, and if you've never heard of it--fine, then listen up--because you've been a target of it regardless.

Advertising is absolutely necessary on the web to keep all of that content you love and enjoy free. If there wasn't any advertising, none of us would be addicted to the web because we couldn't afford it. We would be paying for anything and everything. So, whenever you see an ad on a website, you can choose to check it out or ignore it. Whatever you want. Fine--get used to it.

Behavioral Targeting Across the Web

Reasonably, those advertisers want a return on their investment, and that's where user demographics come into play. It wouldn't seem right to waste money marketing the newest Ford truck to a quadriplegic, so online marketers went on their quest to make online ads more targeted, more relevant. And website owners learned that the more focused the ads were, the more advertisers would pay them.

Hence, the current world of behavioral advertising. And, well... that's something you DON'T have to get used to, because now you have an online privacy issue.

Behavioral targeting tracks and analyzes your online behavior, tracking what you search for, what websites you visit and what services you use. This could be used to determine what ads are shown to you and where, even having the same ad follow you from site to site, a practice known as retargeting (or remarketing). Outside the advertising industry, most call it stalking.

Is this not an invasion of your privacy?

There's tons of behavioral advertising companies out there now, and you'd be surprised at how many are actually tracking your web usage. But you can stop them!

Step 1 Opting Out with NAI

The most straightforward approach to combating targeted web ads is via the Network Advertising Initiative (NAI), a cooperative of online marketing and analytics companies that, straight from the horse's mouth, are "committed to building consumer awareness and establishing responsible business and data management practices and standards. As increasingly sophisticated online advertising technologies evolve, consumer concerns about their impact on online privacy mount. The NAI is prepared to meet these concerns with both effective industry self-regulation and sensible protections for online consumers."

To start taking control of your privacy, go to their Opt-Out tool. On that webpage, you can see just how many of those member companies have placed an advertising cookie file on your computer. To me, it was an alarming number--the vast majority!

Once you've regained your composure, proceed to clear all of the cookies or just the ones you want. You can check back to review your opt-out status.

Video walkthrough for opting out with NAI

Warning: This does NOT mean you won't see ads anymore--opting out only means you won't receive ads specifically tailored to your online actions.

Now, you may actually like a few of your ads to be relevant to you, so only opt-out of the ones you're sure about.

If you want an easier way and more options, there's another project to consider...

Step 2 Opting Out with PrivacyChoice

PrivacyChoice.org offers a more advanced solution, which includes features like a consolidated opt-out bookmark that opts you out of over a hundred ad networks, including those in the NAI.

On their site, you can view what websites use what advertisers to track you online, a nifty feature that shows just how common it is across the web.

In the above example, 14 out of 14 were flagged as concerns, with 9 were not accountable to NAI standards.

Netflix, Twitter and Apple only have one. It's rare that sites serving ads would not. Hell, even WonderHowTo uses a few, like Google AdSense.

To start killing this marketing voyeurs, there's multiple ways:

• PrivacyMark (no add-on required)

This is a bookmark that you simply drag and drop into your browser's bookmark toolbar. You can opt-out of ad targeting by over 100 companies, but you need to click on it periodically to update your opt-outs, especially after clearing your web browser's cookies.

Video walkthrough for opting out with the PrivacyMark bookmark

Ironically, you have to allow 3rd party cookies in your browser in order to download the cookies that block the tracking cookies. Confusing? You bet.

The tool allows you to opt out of ad tracking from companies that do not comply with industry oversight, or opt out of all ad tracking entirely. You can also click on "More Info" to customize which ad companies you choose to opt out from.

• Profile View

This webpage lets you see your profile from big companies, such as Google and Yahoo!, where you can opt-out of directly.

• TrackerScan

This feature is available as either a bookmark (like PrivacyMark) or Firefox Add-on.

Just click on the bookmark or the installed button whenever you're curious of a website's ad trackers. For those who don't want yet another Add-on slowing down Firefox, the bookmark works just fine, as you can see.

• TrackerBlock

The TrackerBlock extension has more options, specific to your web browser, including Firefox, Internet Explorer and Chrome. TrackerBlock stops tracking by blocking specific companies from reading or writing cookies through your web browser. TrackerBlock also deletes other files, like Flash cookies, that tracking companies may leave on your computer.

TrackerBlock automatically updates your block list with new tracking companies. It does not affect cookies from other companies (for things like log-ins), which may be more convenient than turning off cookies completely in your browser.

For Firefox, the TrackerBlock Add-on is constantly updated. It gets a JSON file from their server for each session, which includes the current list of tracking company domains (in some weeks, 5+ new ones are added). It also updates if the "oversight" status of any company changes. In IE9, it's every 3 days.

• Disconnect

This is a really nice option, which block data-mining companies from using your email address to find your profile on popular social media sites like Facebook, Twitter and LinkedIn. This is definitely something to consider.

• PrivacyCheck

This is another nice option, helping you to protect your loved ones on Facebook. It's a bookmark, just like PrivacyMark and TrackerScan, which you would click whenever you're on a friend's Facebook profile, to see what information they make publicly available.

If you want to take control of your privacy on the web, both the NAI and more comprehensive PrivacyChoice should be considered. Also, worth a mention--ProfileChoice, which actually lets you control your ad profile from different companies and potentially earn benefits. I have not investigated this, but it looks interesting, especially for those of you who don't mind behavioral targeting.

Via How To Stop Advertising Companies from Tracking Your Online Activity for Targeted Web Ads on WonderHowTo.

Comments

[Herb Tabin]

11:15 AM on 03/08/2011

This is a great story and the NAI -Opt-out tool is so easy for just about anyone to use. We just did a similar segment on CBS News in South Florida the other day.
http://www.cbs12.com/video/c/1143359274/local-news/814547386001/tech-wpec-localnews

We have found that for most people NAI was enough but the others you mentioned really take out the remaining cookies if you have an older computer.

Herbert Tabin
CBS12 News
www.cbs12.com

[Azotize]

11:11 AM on 03/01/2011

Did anybody see the front page article in the WSJ about privacy yesterday? It also mentions PrivacyChoice as a free online opt-out of tracking option, as well as Allow, Azigo, Personal, Ghostery, Identity Finder, McAfee, SelectOut, Disconnect and Anonymizer. NAI is not mentioned anywhere, though.

[Kielbasa Pierogi]

08:58 PM on 02/28/2011

I have Firefox and the NAI option worked for me. But for those of you experiencing problems, their site specifically states:

"The NAI Opt-out Tool is cookie-based. In order for the Tool to work on your computer, your browser must be set to accept third party cookies."

It also has information on potential problems for IE7 and Safari users, along with an email address for reporting problems:

http://www.networkadvertising.org/managing/optout_problems.asp

I also use the Firefox PrivacyChoice toolbars and have not noticed any issues. I'd suggest contact them directly for help if you have problems:

http://www.privacychoice.org/contact

[Tenement Funster]

06:40 PM on 02/28/2011

Use the Script Blocker add on for Firefox. It blocks tons of adware from executing on your computer. I rarely see ads on HuffPo as a result. Also, set your browser to delete cookies upon closing and then run CC Cleaner before you turn your computer off. If you don't have CC Cleaner yet, I really recommend it as it can also clean up registry problems on your computer and make it run more efficiently.

[Robinson007]

08:40 AM on 02/28/2011

DO NOT, I REPEAT, DO NOT GO TO THE NAI SITE!

It is NOT a tool to opt-out, but rather to add cookies to your computer.

In addition, it changed my Safari browser setting from "Accept cookies only from sites you navigate to" to "ACCEPT ALL COOKIES!"

Huffington Post needs to change this story immediately!

[bebopman21]

07:22 PM on 02/28/2011

"It is NOT a tool to opt-out, but rather to add cookies to your computer."

I suspected as much. Never trust an industry to police itself.

[Robinson007]

08:36 AM on 02/28/2011

Several questions.

1) Who wrote this blog post? There is no name, no byline given.

2) I discovered something pernicious. When I went to the NAI site, I discovered that alone put a bunch of cookies on my machine!! In other words, beware of that site itself!

It likely does that, with some random algorithm, to make it seem as if it were a productive tool.

I hope the author explores this. In the meantime, you'll be far better off getting a cookies manager--and restricting access to your computer.

This stuff is creepy and it is Big Brother.

[Tatiana]

09:34 PM on 02/27/2011

Author of article or anyone else....I read this page this morning, then ran NAI and installed it along with Privacy Choice, mostly out of curiosity. I never had many problems with ads bothering me in firefox but wanted to know who was tracking me.
The NAI could only opted me out of 5-6 sites and gave me reasons why the other sites couldn't be opted out and to try again, which I did...no luck.
Then put Privacy Choice on my toolbar because you suggested it!!


NOW I'm forced to be on IE because whatever those sites do... totally screwed up my firefox, noticed the difference within minutes.
I ran CCLeaner, Norton & Malware...rebooted x5. Can't even find where to delete these programs.

Can the author of this article explain to me why my computer got screwed (as in forever loading a page, not responding every minute and not being able to scroll?)

Be held accountable for what you suggest....I'm not an IT or expert but have enough knowledge of computers to keep them safe and clean until your stupid article got me wondering.

I guess these tracker's have never done harm to me until I ran your program you suggested.

[SCTinkering]

07:26 PM on 02/27/2011

Those are all nice ways to check and see who's trying to track you, but that's about it. If you want to be sure then you must use something like Internet Explorer 9's Tracking Protection http://ie.microsoft.com/testdrive/Browser/TrackingProtectionLists/Default.html AND regularly flush ALL the unwanted cookies with something like CCleaner.

[david5000]

03:44 PM on 02/27/2011

I am an investigator, I used to create facebook account to be able to snoop on people I am investigation.

I was able to get the list of all their friends to call and pictures as much as one can have.

Now I let my younger staff do this job, they love it.

[david5000]

03:45 PM on 02/27/2011

Investigating.

[Tatiana]

09:35 PM on 02/27/2011

And English is not you first language

[david5000]

09:49 PM on 02/27/2011

Yes it is, but I do not re-read my posts and I don't use a spell check.

Tatiana sounds East European , are you?

[anechoic]

11:00 AM on 02/28/2011

and English is not YOUR first language either

[larmarch5]

11:24 AM on 02/27/2011

Well, is there a single communications device anywhere, besides a manual typewriter and pencil, that does not have components made in China? Folks, there are entities out there that already know everything about us. Why do you think GS wants in on Facebutt?

[teresaepfeil]

10:48 AM on 02/27/2011

Could you also feature an article about how to read around those annoying banner ads that block Huffington Post on my iPhone?

[Rallaa]

08:40 AM on 02/27/2011

All of you people think this is "creepy" or "stalking" are just plain paranoid. The info these companies gather is perfectly, 1) legal 2) is not personal info at all.
Meaning they don't store any of your credit card info, nor your age, height, where you were born, etc.
It is simply your browsing history that is looked at and tracked. If you don't want the history of where you are clicking through to be collected, then stay off the internet. I would rather have a targeted ad, relevant to my shopping experience any day over some random non-relevant one.

[nakedhand]

10:10 AM on 02/27/2011

First of all you are making real severe assumptions here. It is ignorant to categorize people as "plain paranoid".

Most of us "paranoid" people, do not question the legality of these practices. Though fact is, that a lot of legislature in this domain of harvesting information from online usage, is less than crystal clear. Often it´s non existing or only rudimentary guidelines exist, since law has not caught up with technology.

Secondly this has nothing to do with paranoia or fear of leaving, what is tradionally considered personal information (how ever it is easy to argue that information about your whereabouts could be considered personal information as well).

Take Jim, he just wants to be able to surf without leaving info on his movement across the web in the hands of certain companies. Not because he hangs out on dodgy sites or has anything to hide, but simply because he feels that handing these behavioral data sets to companies like Specific Media and in the process making them ultra rich, leaves a bad taste in his mouth.

Personally I do not care for this type of advertising. I also would not like the mailman to hang out with me and take notes of what exact articles I was reading in the paper. In terms of purchases I know what I want and when. I even have the ability to look for a good deal if that´s my purpose.

[larmarch5]

11:19 AM on 02/27/2011

Well, first of all the ads are annoying, to the point that I think I have recently developed a right side blinker (look up harness, blinker) that blocks ALL content on the right side of my screen.
Second, if it moves, and I can't reposition it out of sight, I close the web page.
Third, the noodles don't know everything, like that you've already BOUGHT the item they are advertising. I bought new sinks last year, and those very sinks from the company I bought them appeared, perhaps still are. That's pretty pathetic.

[fortressfountain]

08:26 AM on 02/27/2011

I wish email would have a button to delete all. You cannot get this button in your in box only in the spam box.
All the garbage-99% could be sent to a box while you take out the one or 2 emails you need. The rest could be squashed and never opened.
Also, annnoying is the ads on videos. If I do not watch them on television-I am not going to watch them on video.

[larmarch5]

11:21 AM on 02/27/2011

Use the shift key with the curser to click on the first and last item, then click delete. Or use the Ctrl key and cursor to select all the junk items, then press the delete key. That's the first thing I do every time I turn open my email.

[Farmers Market]

07:44 AM on 02/27/2011

Thanks HP for a very useful article.

I opted-out of everything I could opt-out of. I am concerned that businesses I do not trust, staffed by people I do not know, have too much access to my personal info.

Say, if they track me, can I also track them?

[janie@atthelake]

01:15 PM on 02/27/2011

Farmers,
This morning on a local news program, they mentioned a new website. Advertised as not your grandmothers phone book...and it isn't. I did a search on myself and found it listed my phone, map of where I live, email, mart. status and how much money I make and my child's name!. for a small fee it will give you more information. I had myself removed. Here it is....http://www.spokeo.com/

[Farmers Market]

02:28 PM on 02/27/2011

Thanks janie. Much appreciated.

[identity-x]

09:56 PM on 02/27/2011

This isn't a crack at you, but a reminder.

All of the information that spokeo has on you was gathered from information that you yourself put on public parts of the internet.

[trainer3]

06:38 AM on 02/27/2011

I had my wife tracked and targeted. As soon as the weather breaks and she comes out of that den, She'll probably want the radio collar removed.