TrackMeOrNot

Abstract

Recent advance in web tracking technologies has raised many privacy concerns. To combat users' fear of privacy invasion, online vendors have taken measures such as being more transparent with users about their data use and providing options for users to manage their online activities. Such efforts gain users' trust in online vendors and improve their willingness to share their digital footprints. However, there are still a significant amount of users who actively limit involuntarily sharing of data because vendor provided management tools only restrict the use of collected data and users worry vendors do not have enough measures in place to protect their privacy sensitive information.