Online Targeting and Tracking - Internet Privacy & Security

 Key Terms

• track: verb - when companies collect information about you based on your online behavior
• target: verb - when companies tailor content to you based on the information they have collected about you
• demographic: noun - common categories of the population, such as age, gender, and race

The Internet makes it easy for websites to collect and store your personal information. Search engines like Google track and store information about your Internet searches. Internet marketers use this data to target specific demographics – like teens – for specific products. The information can also be used to personalize advertisements that appear on webpages when you search. If you have been searching for college information, for example, ads for university programs might show up.

This is especially true for online shopping websites. Online stores often collect, store, and sell information about shoppers and their interests. Most require you to enter an email address so you might start receiving adds from the store and related businesses. This can be irritating but not as sensitive as credit card information. Large online retailers generally have high security levels but remember that anyone can create a website and advertise products for sale. Even if you have permission to use your parent’s credit card to shop online, be mindful of who sponsors the sties. Before you enter sensitive information to purchase online, always get permission from your parents.

Watch: "Online Targeting and Tracking" to explore the benefits and risks of online tracking and targeting and learn strategies for managing what happens with your online data.