Real-Time Auctions Drive Rise in Online Tracking

By Julia Angwin

The prevalence of online tracking on the top 50 websites has risen exponentially since 2010 – driven in part by the rise of online advertising auctions, according to a new study by San Francisco-based data protection company Krux Digital Inc.

The average visit to a web page triggered 56 instances of data collection, up from just 10 instances when Krux conducted its initial study in November 2010. The current study was conducted in December 2011.

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