Combating Web Tracking: Analyzing Web Tracking Technologies for User Privacy

Behind everyday websites, a hidden shadow world tracks the behavior of Internet users. Web tracking analyzes online activity based on collected data and delivers content tailored to users’ interests. It gathers vast amounts of information for various purposes, ranging from sensitive personal data to seemingly minor details such as IP addresses, devices, browsing histories, settings, and preferences. While Web tracking is largely a legitimate technology, the increase in illegal user tracking, data breaches, and the unlawful sale of data has become a growing concern. As a result, the demand for technologies that can detect and prevent Web trackers is more important than ever. This paper provides an overview of Web tracking technologies, relevant research, and website measurement tools designed to identify web-based tracking. It also explores technologies for preventing Web tracking and discusses potential directions for future research.