Trackers Matter

Personalized ads and targeted browsing have superficial benefits for users. There's no doubt that high-quality, targeted ads are a step up from the annoying, irrelevant ads that render some sites virtually unusable.

However, many consumers are becoming increasingly uncomfortable with how much of their personal data is being collected, stored, and then used to serve ads based on their preferences, location, and browsing history. They feel that the Internet giants are following their digital footprint; it's like they're being watched all the time,

Their privacy was handed over to the highest bidder.

There is even a social argument against targeted advertising. Some experts worry that the personalized content generated as a result of online surveillance risks limiting users' access to new ideas and perspectives, leading to a narrower view of the world.

Consumers in control

So what can internet users do to limit the ubiquity of online trackers?

The easiest and most effective way is to use a Virtual Private Network (VPN), which encrypts Internet traffic and hides IP addresses. This makes it much more difficult for advertisers and other third parties to track your online activities. Also, it restricts the methods by which hackers or other bad actors can obtain personal data that may later be utilized for unlawful activities.

And while it's hard to completely turn a blind eye to online trackers, there is a growing group of internet users who are breaking away from the big tech players. These users rely on products and services that actively condemn online surveillance in favor of a more transparent version of the Internet that respects users' privacy wishes and allows them to move freely without fear of constant tracking and surveillance.

They do this by, for example, visiting websites that actively use analytics tools to protect privacy. 

Of course, it's not easy or even possible for most consumers to switch to all social media and change their internet habits overnight. But small steps, such as relying on brands to actively commit to avoiding corporate surveillance, give Internet users a little more control over how their personal information and data are collected and used online.

It's all too easy for brands to track our every move, and users have lost control of their digital destiny as a result. That's why it's more important than ever that users take steps to protect their privacy and identity online. The first step is to know how brands and companies track us and collect and use our data. With this understanding, internet users can utilize technologies like VPNs to restrict the amount of data collected and aid in maintaining their online anonymity.

This means that internet users have the opportunity to build a more optimistic internet environment that puts consumers in control of their data and privacy. And as this movement gains momentum, brands and large corporations will have no choice but to follow suit.