How companies are tracking you online today
Cookies are still widely used, but online advertisers have been developing, deploying and improving upon more sophisticated methods for years: authenticated tracking, browser fingerprinting, cross-device tracking and more.
Each method suggests a unique set of implications for privacy and users, but the common theme is this: These new methods for persistent tracking are generally more persistent, exacting a higher cost for a clean start. Rather than simply deleting cookies, consumers might have to throw away a device, forsake a social network or delete a rich archive of e-mails. There’s also a generalizable lesson for policymakers and advocates: Legislative and regulatory responses to personal privacy threats must be based on broad principles, rather than specific techniques. The history shows technology itself will simply shape-shift to squeeze through unforeseen loopholes.