How Websites & Apps Use Your Personal Data

How Websites and Apps Collect and Use Your Information

November 18, 2025

How Websites and Apps Collect
and Use Your Information

In today's digital world, online tracking is a pervasive practice. Ever wonder why the ads you see on websites seem to align so closely with your interests? Or why certain websites remember your preferences from one visit to the next? The answer lies in online tracking technologies.

Understanding how and why websites and apps track your activity is crucial for protecting your privacy and making informed decisions. This article will break down the common methods of online tracking, why companies use them, and how you can regain control of your personal information.

Why Do Websites and Apps Track Your Activity?

Websites and apps use a variety of techniques to collect data about your online activity. These methods help businesses enhance user experience, serve relevant content, and improve advertising efforts. Here's how it works:

1. Cookies & Pixels: Websites often use cookies and tracking pixels to remember your visits and preferences, even after you've left the site. This data helps them personalize your experience, offering content such as news, product recommendations, and personalized ads.

2. Device Fingerprinting: Some sites also use device fingerprinting, a method that collects information about your browser’s settings and configurations to identify you. This allows tracking across multiple devices, such as your smartphone and laptop.

3. Advertising Identifiers: Mobile apps often use a unique advertising identifier to track activity and serve ads based on your interests. This identifier is distinct for each device, allowing advertisers to collect data across different apps you use.

4. Cross-Device Tracking: Many companies now track your activity across devices (e.g., your laptop, tablet, and smartphone) to deliver a seamless, personalized experience. They may use the same information across platforms to enhance targeted advertising or content.

Why Companies Track Your Activity:

The reasons behind tracking may vary, but generally, companies track your activity to:

Save Preferences: Websites can remember your login details, shopping cart items, and previous searches, making your next visit more convenient.
Personalize Content: Based on your online behavior, websites may show you content that interests you, such as local news or product recommendations.
Collect Analytics: Businesses gather data on which pages you visit, how long you stay, and the type of device or browser you use. This helps them understand their audience better and improve user experience.
Target Ads: Your browsing history and online activity inform advertisers about your preferences. As a result, you may see ads for products or services you're more likely to purchase, based on past behavior.

First-Party vs. Third-Party Tracking

First-Party Tracking: When a website tracks your activity directly (like remembering your login details or the items you left in your cart), it’s called first-party tracking. This helps improve user experience directly on the website.
Third-Party Tracking: When a website allows another company to track you, that's called third-party tracking. Third-party companies typically use this data to build user profiles for targeted advertising. For example, if you visit a fitness blog, you might later see ads for running shoes on other websites.

Note: Third-party tracking can span across different websites, making your activity visible to a wider range of advertisers.

What You Can Do About Online Tracking and Personalized Ads

While online tracking is widespread, there are steps you can take to protect your privacy and limit the amount of data you share.

1. Delete Your History and Clear Cookies

If you prefer not to see ads based on your previous searches or browsing behavior, clearing cookies and deleting your browsing history is a good first step. On mobile devices, you can also reset advertising identifiers.

2. Adjust Your Privacy Settings

Most modern browsers and apps give you some control over how your data is shared. Here’s what you can do:

Browser Privacy Settings: You can opt to block third-party cookies, prevent websites from tracking your browsing history, or stop them from using your location.
Private Browsing: Most browsers offer an "Incognito" or "Private Browsing" mode, which doesn’t save your browsing history after you close the session.
Smartphone Settings: Both Android and iOS devices allow you to opt out of personalized ads. You can find these options in your device’s privacy settings.

3. Use an Ad Blocker

Ad blockers are tools that can help block ads and prevent websites from tracking you. Some ad blockers also block pixels and trackers, giving you more control over your online privacy. However, keep in mind that ad blockers may not block all types of ads or trackers.

If you decide to use an ad blocker, do some research to find a reputable one that suits your needs.

4. Opt-Out of Personalized Ads

Many advertising organizations provide tools that allow you to opt out of personalized ads. For example, the Network Advertising Initiative (NAI) offers a tool that lets you control how advertisers use your online activity. Opting out means you'll still see ads, but they won’t be tailored to your browsing history.

5. Review Cookie Notices on Websites

When visiting certain websites, you may see a notice asking for permission to use cookies. Be sure to review this notice and adjust your preferences accordingly. You may have the option to allow only essential cookies or opt-in to cookies for analytics and advertising purposes.

Protect Your Privacy, Take Action

Online tracking is a growing concern, but you have the power to control your digital footprint. By taking proactive steps like adjusting your privacy settings, using an ad blocker, and opting out of personalized ads, you can protect your personal data and enjoy a more secure browsing experience.

At Scam Alerts, we believe in empowering consumers with the knowledge and tools to protect themselves online. Stay informed, take control, and surf the web with confidence.