Many internet users have experienced seeing an advertisement for a product just moments after searching for it. This is a result of targeted advertising, a system where companies collect and share user data to display more relevant ads. Recent privacy laws in several states now give consumers more control over how their personal information is used, defining these data-sharing practices as a form of "selling" or "sharing" that users can opt out of.
Understanding the tools available, such as privacy toggles and opt-out forms, is the first step for users to manage their digital footprint. These settings allow individuals to limit the processing of their data for targeted ads, although choices often need to be made on each browser and device separately.
Key Takeaways
- Websites often partner with advertising networks to combine user data from various sources for targeted advertising.
- Some state laws define the sharing of personal information with ad partners as "selling" or "sharing," granting users the right to opt out.
- Opt-out choices are typically specific to the browser and device where they are made because they rely on cookies and local identifiers.
- Users can manage their data through privacy settings, which often include toggles for targeted advertising and links to specific opt-out forms.
- Even after opting out of targeted ads, users will still see advertisements, but they may be less relevant to their interests.
The Mechanics of Targeted Online Advertising
Targeted advertising is the practice of using data about an individual's online behavior to deliver more personalized advertisements. When you visit a website, it may collect information about the pages you view, the links you click, and the searches you perform. This data helps build a profile of your interests and preferences.
This information is often shared with third-party advertising partners. These partners may combine the data from one website with information collected from many other sites and businesses. This creates a more comprehensive user profile, allowing advertisers to target specific demographics and interest groups with high precision.
For example, if you browse for running shoes on a retail site, that activity can be shared with an ad network. Later, when you visit a news website or a social media platform that uses the same ad network, you may see ads for those very running shoes.
What is a Cookie?
A cookie is a small text file that a website stores on a user's computer or mobile device. These files are used to remember information about the user, such as login status, site preferences, and items in a shopping cart. They are also the primary mechanism for tracking user behavior across different websites for advertising purposes.
Understanding "Selling" and "Sharing" in Data Privacy Law
The terms "selling" or "sharing" personal information have specific legal meanings that go beyond the traditional exchange of data for money. Under laws like the California Consumer Privacy Act (CCPA) and its successor, the California Privacy Rights Act (CPRA), these terms are defined broadly.
According to these regulations, "sharing" can refer to making personal information available to a third party for cross-context behavioral advertising, regardless of whether money is exchanged. This means that when a website allows an ad partner to place cookies on its users' browsers to track them, it may be considered "sharing" under the law.
This expanded definition is significant because it gives residents of certain states the legal right to opt out of these common data-sharing practices. This is why many websites now feature prominent banners and privacy toggles, particularly for users visiting from states with comprehensive privacy legislation.
State-Specific Rights
While the concept of data privacy is global, specific legal rights often depend on your location. In the United States, states like California, Virginia, Colorado, Utah, and Connecticut have enacted comprehensive consumer data privacy laws. These laws provide residents with rights such as the right to know what data is collected about them and the right to opt out of its sale or sharing.
How to Manage Your Privacy Settings
Most modern websites that engage in targeted advertising provide tools for users to control their data. These tools are often found in a privacy policy, a cookie settings menu, or a footer link labeled "Do Not Sell or Share My Personal Information."
Using Privacy Toggles and Dashboards
A common tool is a privacy toggle or switch. When a user turns this switch off, it signals to the website to stop sharing their data with advertising partners for targeted purposes. This is often the quickest way to opt out on a specific site.
- Locate the Privacy Link: Look for links like "Privacy Settings," "Cookie Policy," or "Your Privacy Choices" in the website's footer.
- Adjust the Toggles: Inside the privacy menu, you will likely find one or more toggles. The key one usually relates to "Targeted Advertising" or "Selling/Sharing of Personal Information."
- Confirm Your Choice: After adjusting the toggle, be sure to click a button like "Confirm My Choices" or "Save Settings" to apply the changes.
Submitting Opt-Out Forms
Some companies also provide opt-out forms for data associated with an email address. This process is different from cookie-based toggles because it targets information directly linked to your identity, such as your name and email. Completing these forms can help prevent your email from being used in targeted advertising campaigns that rely on customer lists.
"Please note that choices related to cookies and device identifiers are specific to the brand’s website or app on the browser or device where you are making the election. You must also renew this choice if you clear your cookies."
Why Your Choices Are Device and Browser Specific
A common point of confusion for users is why they must repeat their privacy choices on different devices or browsers. The reason is technical: opt-out preferences managed through website toggles are typically stored in a cookie on your device.
If you opt out on your laptop using the Chrome browser, the opt-out cookie is saved in Chrome on that specific laptop. It does not apply to the Safari browser on your iPhone or the Firefox browser on your work computer. Each browser and device combination is treated as a separate entity.
Furthermore, if you clear your browser's cookies, you will also delete the opt-out cookie. The website will then treat you as a new visitor, and you will need to set your privacy preferences again. This is a fundamental limitation of the current cookie-based system for managing user consent.
The Difference Between Essential and Advertising Cookies
It is important to distinguish between different types of tracking technologies, as not all are optional. Websites rely on certain cookies and SDKs (Software Development Kits) to function correctly.
Essential Cookies: These are required for the basic functionality of a website. They handle tasks such as keeping you logged in, preventing fraud, and enabling e-commerce transactions. Users typically cannot disable these cookies without breaking parts of the website.
Advertising Cookies: These are used for marketing and personalization. They track your activity to show you relevant ads and measure the effectiveness of campaigns. These are the cookies that data privacy laws allow you to control.
Ultimately, while the online advertising ecosystem is complex, new regulations are empowering consumers with greater transparency and control. Taking a few moments to review and adjust privacy settings can significantly reduce the amount of personal data being shared for advertising purposes.