Researchers from the University of Pennsylvania, Carnegie Mellon and Microsoft used a tool called webXray to scan 22,484 adult-themed websites and see what kind of data they collect and where they send it to. According to the study, published in the peer-reviewed New Media and Society journal, 93 percent of those sites send out user data to third parties. On average, the sites relay user information to seven different domains, the vast majority of which are collected by tracking cookies on the site. Trackers from Google or one of its subsidiaries like advertising service DoubleClick were discovered on 74 percent of all the sites scanned. Facebook, which specifically forbids pornographic content and nudity on the platforms that it operates, was found to be tracking activity on 10 percent of all adult sites scanned.
While it may not be surprising to know there are tracking cookies and other tools on even explicit sites (if you're online, best to just assume your activity is being watched one way or another), it is considerably different than having your clicks on social media or a online retailer tracked. For better or worse, that information is useful for companies to serve up personalized advertisements and fine-tune an experience for each user. That's a practice that often makes people uncomfortable, like when ads on Facebook or Instagram are so specific to a person's interests that they start believing those apps are listening to conversations using their phone's microphone. With porn activity, there's less to be gleaned in terms of what companies can sell to a person. Instead, the information collected serves to flesh out the profile of a person in a way that might be uncomfortably revealing.
Google and Facebook are quietly tracking visits to porn websites, even those in incognito mode
It is best to go into incognito mode before watching private videos, so as to avoid embarrassment later. In fact, some browsers, such as Yandex.Browser, will suggest it if you open a porn site. Running in incognito mode, your browser stores no cookies and no search history. Your family will see none of those treacherous suggestions in the address bar.
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