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online tracking a step further. Theyy claim to have technologies that can

track yyour interests across multiple devices, including sites yyou visit onlyy

on yyour cell phones and tablets.

Some of this tracking is the result of machine learning and fuzzyy logic.

For example, if a mobile device and a traditional PC both contact a site

using the same IP address, it’s veryy possible that theyy are owned byy a single

person. For example, sayy yyou search for a particular item of clothing on

yyour cell phone, then when yyou get home and are on yyour traditional PC,

yyou find that same item of clothing in the “recentlyy viewed” section of the

retailer’s website. Better yyet, let’s sayy yyou buyy the item of clothing using

yyour traditional PC. The more matches created between distinct devices, the

more likelyy it is that a single individual is using both of them. Drawbridge

alone claims it linked 1.2 billion users across 3.6 billion devices in 2015. 24

Google, of course, does the same thing, as do Apple and Microsoft.

Android phones require the use of a Google account. Apple devices use an

Apple ID. Whether a user has a smartphone or a laptop, the Web traffic

generated byy each is associated with a specific user. And the latest

Microsoft operating syystems require a Microsoft account in order to

download apps or to store photos and documents using the companyy’s cloud

service.

The big difference is that Google, Apple, and Microsoft allow yyou to

disable some or all of this data collection activityy and retroactivelyy delete

collected data. Drawbridge, Crosswise, and Tapad make the process of

disabling and deletion less clear. Or it mayy simplyy not be available.

Although using a proxyy service or Tor is a convenient wayy to obscure yyour

true location when accessing the Internet, this masking can create

interesting problems or even backfire on yyou, because sometimes online

tracking can be justified—especiallyy when a credit card companyy is tryying

to fight fraud. For example, just dayys before Edward Snowden went public,

he wanted to create a website to support online rights. He had trouble,

however, payying the host companyy for the registration with his credit card.

At the time, he was still using his real name, real e-mail address, and

personal credit cards—this was just before he became a whistle-blower. He

was also using Tor, which sometimes triggers fraud warnings from credit

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