Comprehensive Classification of Web Tracking Systems: Technological Insights and Analysis

Web tracking (WT) systems are advanced technologies that are used to monitor and analyze online user behavior. Initially focused on HTML and static webpages, these systems have evolved with the proliferation of IoT, edge computing, and Big Data, encompassing a broad array of interconnected devices with APIs, interfaces, and computing nodes for interaction. WT systems are pivotal in technological innovation and business development, although trends like GDPR complicate data extraction and mandate transparency. Specifically, this study examines WT systems from a technological perspective, excluding organizational and privacy implications. A novel classification scheme based on technological architecture and principles is proposed, compared to two preexisting frameworks. The scheme categorizes WT systems into six classes, emphasizing technological mechanisms such as HTTP protocols, APIs, and user identification techniques. Additionally, a survey of over 1,000 internet users, conducted via Google Forms, explores user awareness of WT systems. Findings indicate that knowledge of WT technologies is largely unrelated to demographic factors such as age or gender, but is strongly influenced by a user’s background in computer science. Most users demonstrate only a basic understanding of WT tools, and this awareness does not correlate with heightened concerns about data misuse. As such, the research highlights gaps in user education about WT technologies and underscores the need for a deeper examination of their technical underpinnings. This study provides a foundation for further exploration of WT systems from multiple perspectives, contributing to advancements in classification, implementation, and user awareness.