Google Dominates Online Tracking: Kaspersky Report Reveals Global Reach
Moscow, Russia – A new report from cybersecurity firm Kaspersky reveals that Google dominates online tracking, withits trackers detected as the most active globally. The report, released on September 26th, 2024, analyzes data collected from Kaspersky’sDo Not Track (DNT) feature, which allows users to block website trackers.
The report highlights that Google’s trackers, including thoseused for advertising management, user behavior analysis, and video viewing, were blocked over 50% of the time by Kaspersky’s DNT feature between July 2023 and June 2024. This dominance is attributed to Google’s vast market presence across various services, including Google Display & Video 360, Google Analytics, Google AdSense, and YouTube Analytics.
Google’s market dominance is evident in the high market share of its tracking services, said a Kaspersky spokesperson. For example, Google Display & Video 360, its advertising management platform, holds a market share exceeding 20% in multiple regions, reaching 24.45% in East Asia alone. Similarly, Google Analytics, used for website traffic analysis, boasts a 6.61% market share in East Asia.
Following Google, the report identifies New Relic, Microsoft Bing, and Amazon as the top trackers. New Relic, an American company specializing in web application performance monitoring, occupies the second position. Microsoft’s Bing search engine and Amazon’s tracking services round out the top four.
The reportunderscores the growing concern over online privacy and user tracking. While companies argue that tracking is essential for personalized experiences and targeted advertising, critics highlight the potential for data misuse and privacy violations.
Kaspersky’s findings serve as a reminder of the pervasive nature of online tracking and the need for users to be aware of thedata being collected about them. The report encourages users to consider utilizing privacy-enhancing tools like DNT features to limit the extent of tracking.
References:
- Kaspersky (2024). 2024 Annual Online Tracking Report. [Report]
- IT之家 (2024, September 26). 卡巴斯基称谷歌网络跟踪器活跃量全球第一，全球多地市场占有率超 20%. [News Article] Retrieved from [Link to IT之家 article]
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