Despite increased concerns over privacy issues, online data collection efforts have expanded. Online tracking has risen sharply on 50 of the most popular web sites according to a new study by Krux Digital Inc. An average visit to one of these web sites triggered 56 data collection instances, up from 10 instances two years ago.
The increase in data collection can be attributed to online auctions, known as real-time bidding exchanges, where advertisers purchase data about users' Web browsing. When a user visits a Web page, the visit is auctioned to the highest bidder, based on the type of pages visited or previous browsing by the user. The bidding is automatic using computer algorithms. According to Forrester Research, real-time bidding will constitute 18% of the online display market this year.
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