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The High Privacy Cost of a “Free” Website

The Markup:”…An array of free website-building tools, many offered by ad-tech and ad-funded companies, has led to a dizzying number of trackers loading on users’ browsers, even when they visit sites where privacy would seem paramount, an investigation by The Markup has found. Some load without the website operators’ explicit knowledge—or disclosure to users. Website operators may agree to set cookies—small strings of text that identify you—from one outside company. But they are not always aware that the code setting those cookies can also load dozens of other trackers along with them, like nesting dolls, each collecting user data. To investigate the pervasiveness of online tracking, The Markup spent 18 months building a one-of-a-kind free public tool that can be used to inspect websites for potential privacy violations in real time. Blacklight reveals the trackers loading on any site—including methods created to thwart privacy-protection tools or watch your every scroll and click. We scanned more than 80,000 of the world’s most popular websites with Blacklight and found more than 5,000 were “fingerprinting” users, identifying them even if they block third-party cookies. We also found more than 12,000 websites loaded scripts that watch and record all user interactions on a page—including scrolls and mouse movements. It’s called “session recording” and we found a higher prevalence of it than researchers had documented before…”

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