Elaine Christie, Author at Ghostery

The web isn’t free. But billions of individuals unknowingly commerce their knowledge whereas they browse in what they suppose is a free ecosystem. 

Trackers are lurking all over the place. Internet monitoring — by the likes of Google, Fb, Amazon, and a bunch of different gamers — has turn into so pervasive that it’s nearly inconceivable to keep away from. Lots has modified within the three years since we carried out our inaugural Monitoring the Trackers research in 2017. Shopper privateness worries have reached an all-time excessive, manifesting into all the things from unprecedented federal reviews and lawsuits, to popular culture consideration on the problem and guarantees to deal with it as a political promoting level. 

Digital Information Privateness: From Dangerous to Horrible

Tech firms revenue by being within the market of human exercise. They monitor nearly all the things finished on-line — each scroll, keystroke, search question, and click on. That knowledge is then used to make predictions — firms construct fashions that predict folks’s actions after which tailor what sort of info and advertisements to indicate them. 

Our mission is to empower shoppers to guard their private knowledge. The aim of our 2020 Monitoring the Trackers report is to interrupt down which firms are monitoring customers probably the most — the place, when, how, and why. By design, these shapeless, hidden figures are lurking and recording folks all throughout the online. There’s nearly no transparency with what the businesses file. 

Our up to date knowledge is predicated off of 1.96 billion web page masses. It brings to gentle that within the final three years, the digital knowledge privateness atmosphere has gone from unhealthy to horrible and shoppers’ finest technique of safety is taking their privateness into their very own palms and using privacy-first web alternate options.

High Firm Monitoring Attain

In 2017, our Monitoring the Trackers report revealed Google and Fb have been the top-tracking leaders with a share of 64.4% and 27.1% attain, respectively. They have been adopted far behind by ComScore (11.4%) and Twitter (10.5%).

This yr, our analysis reveals a brand new prime monitoring participant who has largely managed to remain out of the important massive tech privateness highlight up to now: Amazon is the brand new one to look at! 

In 2020 within the U.S., Amazon surpassed Fb in monitoring attain, clocking in at 29.4% tracker attain, with Fb at solely 23%. Within the EU and globally, Amazon stays simply behind Fb, rating 3rd most widespread and coming in at 17.2% attain within the EU and 19.2% globally.

In 2017, Amazon trackers appeared on solely 10.5% of all web page masses, 5th within the prime US rating behind Google, Fb, comScore and Twitter.


The information exhibits Amazon deserves far more media and client scrutiny on the subject of its knowledge privateness practices. Particularly as the corporate has grown past its major enterprise into sectors like grocery and pharmacy the place delicate knowledge is all of the extra prevalent. However what, precisely, did our analysis depend as an Amazon tracker? Right here’s abstract of the completely different tracker classes. For Amazon there are seven completely different trackers included:

  • Amazon Promoting – Promoting Tracker – supplies promoting or advertising-related providers resembling knowledge assortment, behavioral evaluation, or retargeting.
  • Amazon Cloudfront – Internet hosting Tracker – this can be a service utilized by the content material supplier or web site proprietor.
  • Amazon Internet Companies – Internet hosting Tracker – this can be a service utilized by the content material supplier or web site proprietor.
  • Amazon CDN – CDN – content material supply community that delivers sources for various web site utilies and often for a lot of completely different prospects.
  • Amazon Funds – Buyer Interplay Tracker – contains chat, electronic mail messaging, buyer help, and different interplay instruments.
  • Amazon.com tracker – Misc Tracker – prevalent on IMDB, Twitch, and different Amazon-owned firms.
  • Amazon Associates – Promoting Tracker – supplies promoting or advertising-related providers resembling knowledge assortment, behavioral evaluation, or retargeting.

Undisputed King of Information?

Our analysis proves that Google stays the undisputed King of Information. Whereas Amazon has grown its monitoring ecosystem at a distressing fee and Fb continues to reign as a prime knowledge collector, Google is massively outpacing its massive tech brethren in knowledge assortment.


Our new knowledge reveals that globally, Google retains monitoring attain on 80.3% of all web sites. That quantity grows to 81% within the EU and declines to 79.5% within the US. The distinction is stark when evaluating to our 2017 Monitoring the Trackers research which discovered Google to have a 64.4% attain on US websites.

These alarming figures additionally align with the extra intense federal stress Google has confronted this yr in what has up to now amounted to a major antitrust report and an unprecedented lawsuit. Whereas each focus totally on antitrust considerations, the problem stays inextricably linked with its capability to assemble knowledge as shoppers face an absence of extra personal shopping choices.

Past the media giants famous above, it’s additionally value analyzing an organization new to the 2020 report: Index Change (previously Casale Media) is a worldwide promoting company whose “exchange” platform lets advertisers and knowledge collectors work collectively to create and promote focused advertisements. Index Change collects a variety of knowledge, together with advert views, browser info, cookies, date/time, {hardware}/software program sort, interplay knowledge, Web Service Supplier, and web page views. Their presence is a reminder to shoppers that it isn’t solely the recognized, big-tech names we’ve to concern within the combat for knowledge privateness. Members like Index Change feed knowledge into an ever-expanding internet of firms and advertisers worldwide. 

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The GDPR Tradeoff 

GDPR could also be asking shoppers for consent, however monitoring is just rising. As client concern round privateness has grown in the US, lawmakers have regarded to the EU as a mannequin of recent privateness regulation with GDPR. Nonetheless, the analysis helps that GDPR is probably not having the complete supposed impact.

Privateness specialists have lengthy speculated that the blanket consent it requires doesn’t truly enable shoppers to know what knowledge they’re freely giving and the way it is going to be used, however the analysis now exhibits that the EU may very well be in a extra susceptible knowledge state than the US. Within the EU, each Google and Fb monitoring applied sciences are prevalent on extra websites than within the U.S.

First, it’s value noting that this part is predicated on the highest 6,000 most trafficked websites globally, in the US, and within the EU; these figures aren’t based mostly on web page masses, which is what Monitoring Attain above makes use of.

Within the EU, Google trackers exist on 87.5% of internet sites in comparison with 86.4% within the U.S. For Fb, 60.2% of EU websites include Fb trackers in comparison with 59.7% within the U.S.

(*Methodology: On this part, we’re how typically trackers present up on particular domains at the very least as soon as moderately than how typically they present up on internet visitors general.  For this reason the Google knowledge and FB knowledge is way larger than the share of visitors that we see above: 80% and 19%, respectively.)


Extra particularly, when most prevalent trackers individually, a number of the largest like Google Analytics are much more prevalent (on 42.7% of EU websites in comparison with 39.1% of US websites).

Nonetheless, the U.S. does pull forward when analyzing the sheer quantity of web site trackers. When contemplating websites with greater than 20 trackers, the U.S. clocks in at 4.45% and the EU at 3.2%.

What does this imply? Whereas Google and Fb are persevering with to dominate in knowledge assortment within the EU, it’s the smaller firms and trackers which are possible getting left behind. So whereas GDPR could also be slicing down on monitoring general, it’s solely additional empowering the most important gamers. For shoppers, because of this whereas their knowledge could also be accessible to much less firms general within the EU, extra of it’s getting funneled to the large tech firms that already know probably the most about you. For a lot of, this can be a trade-off you’d moderately not make. 

“In a move that is ostensibly intended to help publishers be more privacy-compliant, Google has authored a literal playbook that guides publishers to create more direct relationships with its users and rely less on third-party tracking technology,” explains Jeremy Tillman, president of Ghostery. “While this move might help companies avoid paying fines and running afoul of GDPR, it also conveniently helps Google consolidate its power in AdTech and MarTech by nudging publishers, not so gently, towards the Google technology suite.”

High Trackers Throughout the Internet (rating prime 10-20)


Primarily based on our analysis tracker attain, this yr noticed massive will increase in google_users and amazon cloudfront and decreases for Twitter and google_adsservices. Trackers within the EU have much less attain than the U.S. — with eight trackers within the EU exhibiting double-digit attain vs. 12 trackers within the U.S. 


Nonetheless, when breaking down probably the most prevalent trackers throughout the globe, Google dominates with a 90% stake within the top-10 record: google analytics, doubleclick, gstatic, google tag supervisor, and many others. Spots 11-20 for trackers are all digital promoting firms: 

  • Amazon
  • Scorecard Analysis Beacon
  • Twitter
  • Cloudflare
  • Criteo
  • And naturally, extra Google-owned firms (google_photos, google_syndication, and google_adservices)

Though Google averages $120 billion per yr in advert income, it stands accused of being: 

  1. A “voyeur” of knowledge assortment exercise, in accordance with a federal lawsuit towards Google earlier this yr. Court docket paperwork say shoppers’ detailed shopping historical past knowledge was collected and monetized by Google with out their consent. The lawsuit accuses Google of violating federal wiretap regulation and California privateness regulation by monitoring customers, even though that they had gone in and up to date their account privateness settings. A lot of this data-collection exercise is centered on Google’s Firebase database software program, which is in style with app makers. 
  2. A bit deceptive with shoppers’ areas and whereabouts. In gentle of an Related Press report exhibiting that location monitoring was mishandled, a Google engineer admitted that  “location off should mean location off, not except for this case or that case.” The AP report had discovered that when somebody turned off location knowledge on an iPhone, Google Maps and different apps continued to retailer prospects’ whereabouts in an space referred to as My Exercise (separate from Location Historical past), permitting advert patrons to focus on advertisements to particular areas. So even when customers thought they’d turned off location, advertisers have been monitoring them to promote focused advertisements and “local campaigns” to spice up in-person retailer visits.

Because it’s now clear, plenty of industries are amassing and utilizing client knowledge — leisure, information, recreation, enterprise — and this sort of knowledge monitoring is occurring all over the place. Certainly, it’s been stated that “if you’re not paying for the product, then you are the product,” since advertisers pay in change for influencing how shoppers suppose. 

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Forms of Web sites That Have the Most Trackers



Information/media retailers retained the no. 1 spot amongst which sorts of web sites have probably the most trackers globally. Information websites ranked forward of e-commerce websites, with information and portals internet hosting a mean of 12.9 trackers within the U.S. and globally, and 12.4 within the EU. 

It’s an unlucky actuality that the media has struggled considerably lately, worsened by the pandemic financial system that has decimated many industries. Promoting has turn into one of many ultimate worthwhile channels for information manufacturers and unsurprisingly, that has led many information websites to play host to a plethora of data-collecting trackers. So as to keep afloat financially, almost all main information retailers have additionally adopted native promoting as a profit-making mannequin. Advertisers use native promoting — aka, sponsored content material — to creatively mix paid messaging with information articles. By some estimates, any such sponsored content material helps 75% of media advert income and is a multi-billion greenback business. 

 “This approach creates a situation that blends advertising and legitimate content, and the user may fail to distinguish between the two,” Tillman factors out. 

“For instance, a publisher may include sponsored content from an oil company that extols the virtues of fossil fuels and a visitor may think this piece of advertising is a real article written by a credible journalist when it’s anything but. In an effort to compensate for tightening privacy regulations, publishers may find themselves dipping a toe into more deceptive methods to fund their content,” he provides.


E-commerce websites, the subsequent most tracker-heavy, got here in at a mean of 9.1 trackers within the U.S., 9 globally, and eight.9 within the EU. actual examples, we are able to see this relationship taking part in out when analyzing a number of the prime information and e-commerce websites:


  • Foxnews.com – 60 trackers whole
  • NYTimes.com – 26 trackers whole
  • CNN.com – 78 trackers whole


  • Walmart.com – 32 trackers whole
  • Alibaba.com – 17 trackers whole
  • Amazon.com – 14 trackers whole


Within the U.S., the “Recreation” class fell from #2 in 2019 to #5 in 2020. Attributable to COVID lockdowns and fewer journey general, it is smart that recreation web sites would see a drop in visitors, and subsequently a drop in visitors share for trackers. There are a pair methods to interpret this decline. It’s attainable that firms are seeing much less income and don’t wish to spend cash on a number of trackers. Conversely, it may very well be argued that they’d be extra determined to search out extra methods to squeeze worth from knowledge and drive extra performant advertisements. Nonetheless, in Europe, recreation trackers decreased solely barely, retaining the second-highest tracked class within the EU. 


Political monitoring exploded in 2020 — this class of trackers skilled enormous 100%+ will increase from 2019 to 2020. 

It’s essential to level out that there isn’t one “political tracker.” As an alternative, this refers back to the common # of trackers on web sites which are categorized as “Political.” Political web sites are outlined as “official websites of political parties and movements” (e.g. donaldjtrump.com and joebiden.com). Greater than possible this spike was as a result of 2020 U.S. election season and political uncertainties around the globe.  Within the U.S., political monitoring noticed a 108% bounce from 2019. Within the EU, political monitoring noticed a 121% bounce from 2019. 

Listed here are just a few real-world examples of how political monitoring works: 

  1. Fb gives promoting pixels, small items of code that an advertiser embeds onto their web site. Fb can then match the pixel info (date, time, URL, and browser sort) to a consumer’s profile. With this profile, political campaigns can create Fb advertisements and goal customers based mostly on sure algorithms. Sadly, Fb advertisements are infamous for not being fact-checked; the corporate is accused of not being clear with knowledge regarding its political advertisements; and folks in sure demographics are focused for propaganda. 
  2. Mobile service suppliers gather and promote prospects’ location knowledge to third-party advertisers and entrepreneurs. Federal regulation doesn’t prohibit any such monitoring, so app makers and mobile suppliers don’t must disclose the knowledge being collected and offered about prospects. Within the case of political monitoring, geofencing know-how has been used to determine and monitor smartphones at locations of worship — advertisers then push advertisements within the hopes it should sway votes for candidates with comparable views on social points. 
  3. There are different teams using comparable methods to reap knowledge on potential voters. Throughout current protests across the nation, for instance, political teams gathered intel from protesters’ cellphones so they may then ship focused messaging about voting and different social points. 
  4. Along with political motion teams, software program firms additionally assist teams monitor voters throughout the online. For instance, a agency referred to as AnalyticsIQ makes use of its PeopleCore database — with “core” knowledge on greater than 241 million People, together with age, gender, marital standing, household construction, revenue and internet value, discretionary spend throughout product classes, and credit score historical past, amongst different classes.

  • The U.S. has a smaller % of internet sites that Google and Fb seem on vs within the EU
  • The U.S. has extra % of internet sites with 10+ & 20+ trackers vs the EU
  • The % of internet sites within the U.S. and EU with 10+ and 20+ tracker decreased in 2020 in comparison with 2019

4. % of internet sites that Google trackers seem on

  • US: 86.35%, EU: 87.53%
  • In comparison with 2019: US: 85.68%, EU: 87.81%
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5. % of internet sites that FB trackers seem on

  • US: 59.65%, EU: 60.24%
  • In comparison with 2019: US: 61.04%, EU: 64.19%

6. % of internet sites with 10+ trackers

  • US: 30.47%, EU: 29.88%
  • In comparison with 2019: US: 33.67%, EU: 33.83%

7. % of internet sites with 20+ trackers

  • US: 4.45%, EU: 3.20%
  • In comparison with 2019: US: 4.54%, EU: 3.78%

Present Laws

Whereas knowledge is traded sooner and extra simply, knowledge privateness laws are shifting at a snail’s tempo. There’s at present no federal regulation defending what firms monitor, retailer, and promote about Americans. The California Shopper Privateness Act (CCPA) is the primary and solely U.S. regulation of its variety: any firm that does enterprise in California should implement safety practices to guard client knowledge. The regulation went into impact January 1, 2020, and mandates that firms:

  • Put up their digital privateness notices in an accessible format.
  • Honor customers’ Do Not Monitor privateness settings.
  • Clearly clarify what sorts of info can be collected and the way the knowledge can be shared.
  • Provide a worldwide opt-out possibility (to permit shoppers to decide out of all gross sales of non-public info).

The regulation shares parts of GDPR, which went into impact in 2018.  Nonetheless, some say GDPR is much extra stringent, because it covers all private knowledge, no matter supply; CCPA solely considers knowledge that was offered by a client and solely helps California residents. Clearly, it’s as much as shoppers to take issues into their very own palms. 

In a current Ghostery consumer survey, 78% of respondents stated they weren’t okay giving firms their private info even when it resulted in a product that’s personalised only for them. When requested about their major causes for utilizing the Ghostery Browser Extension, the bulk cited blocking annoying advertisements and popups (71%) whereas on-line privateness safety (65%) and safeguarding towards knowledge leaks (39%) got here in second and third, respectively.

Trying Forward

The web, fairly merely, runs on knowledge. In an ad-driven world, meaning tech firms and on-line publishers want to monitor, gather, and analyze client conduct on-line. 

Regulation experiments from GDPR to CCPA have but to show efficient in meaningfully defending client knowledge. Maybe extra alarmingly, banks and on-line lenders are already trying to make use of on-line knowledge sources for figuring out credit score scores. 

How intimate will this get and the way far again will they go? Would possibly this “enhanced” credit score rating consider on-line monitoring exercise by Google, Fb, and advertisers? In an educational research about different credit score and “social scoring,” researchers famous that monetary establishments already try and issue a variety of other knowledge, together with “non-financial payment streams, academic records, behavioral signals gleaned from online or social media footprints and results generated via digitized psychometric testing – and by assessing that data in relation to models of risk assessment based on the analysis of big data.”

Thankfully, a number of instruments right this moment exist to inform customers about who’s monitoring them on every web page, permitting them to ‘opt-out’ as they want. That is one option to return management of non-public knowledge to particular person customers – even when authorities laws lag behind.

Ghostery’s privacy-focused browser extension, VPN, and ad-blocking options halt most data-gathering altogether. The Ghostery Browser Extension will present all the trackers discovered on a web site. You’ll be able to then select to dam all monitoring know-how, block solely particular trackers, or mark some websites as “trusted” with a easy faucet. 

In abstract, putting in anti-tracking instruments is an efficient approach for folks to halt trackers of their tracks.


* Media Useful resource:

For a fast, high-level synopsis of this report, obtain the Monitoring the Trackers: At A Look PDF.

Monitoring The Trackers 2020Obtain

——————————————————————————————————————–* Methodology:

Information from August 2020 and August 2019 is offered by https://whotracks.me/. Extra details about the info and outline of variables might be discovered on their GitHub (https://github.com/cliqz-oss/whotracks.me/tree/master/whotracksme/data)Firm monitoring attain is calculated utilizing web page masses from Human Internet knowledge collected by the Ghostery Browser Extension. Monitoring attain is outlined as proportional presence throughout all web page masses (i.e. if a tracker is current on 50 out of 1000 web page masses, the attain can be 0.05). This worth is a float between 0 and 1. August 2020 monitoring attain is predicated on 1.96 billion web page masses. There is no such thing as a web page load depend obtainable for August 2019.  Kind of internet sites which have probably the most trackers, % of internet sites which have X trackers, and % of internet sites with X+ trackers are based mostly on the highest 6,000 most trafficked International, US, and EU web sites in August 2020 and 2019. These will not be based mostly on web page masses. The % of internet sites calculation counts a tracker if it’s been seen at the very least as soon as on these websites, not that they’re at all times current. For instance if websites embed YouTube movies on a single web page on their web site, we’d nonetheless depend YouTube (Google) as being current there in accordance with this stat.A tracker can have low attain (that means it’s not on most web page masses), however excessive prevalence throughout the highest 6,000 websites because it exists on at the very least one web page on their web site.

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