Google has the most cross-site trackers of all the tech giants, according to new research from cloud storage provider pCloud.
After Google recently revealed that it had delayed its plan to phase out third-party cookies in Chrome, pCloud used Safari’s Intelligent Tracking Prevention (ITP) feature to collect data on the number of trackers blocked on 88 different websites. as well as the number of trackers each company has on all websites to compile its new study “The Web’s Most Invasive Cookies”.
In terms of the number of times a company’s tracker was seen on other websites, Google took first place with 262 followed by Facebook with 107 and Adobe with 69. Twitter and Microsoft took the top spots, respectively. fourth and fifth and a number of other big brands such as SnapChat, Verizon Media, Oracle, AppNexus, Akamai, Salesforce, LinkedIn and Amazon were also on pCloud’s list.
Google has a total of seven cross-site trackers and pCloud found that they were viewed 262 times on the 88 websites analyzed by its study.
Among the search giant’s cross-site trackers, the most common is doubleclick.net which has been found on 70 websites and is used by online advertisers and publishers to display advertisements on their websites. This tracker also allows advertisers and publishers to see which sections of their sites users are viewing so they can serve more personalized ads.
Facebook came in second and its trackers were found and blocked 107 times on the 88 websites analyzed by pCloud. Popular websites containing the social media giant’s trackers include Barclays, Booking.com, Instagram and Bumble.
While Twitter comes in fifth, its cookies retain user data for an average of 41 days and some of its trackers include Twitter.com and Ads-Twitter. These trackers have been seen on all 88 websites crawled 44 times and some of the websites that use them include Shopify, Ocado, and HSBC.
As businesses have started using cross-site trackers to deliver more personalized experiences to their customers, they are unlikely to be going away anytime soon. However, by using a VPN service and an anonymous online browser, you can limit their ability to collect data about your browsing habits.