Kaspersky Finds 38 Billion Web Trackers Collect User Personal Data In 2024

Web tracking illustration (photo: Kaspersky)

JAKARTA - Kaspersky's latest analysis of 25 web tracking services including Google and Microsoft, revealed that there were more than 38 billion web trackers collecting user behavior data in 2024.

This web tracking involves collecting, storing, and analyzing data that include site visits, the amount of time spent on the page, and this click-like interaction is used by business people to personalize targeted experiences and ads to each user.

Through Kaspersky's Do Not Track (DNT) feature, the global cybersecurity company revealed that there were 38,725,551,855 data collection incidents detected within a year, from July 2023 to June 2024, with users sharing their data about 1,060,974 times per day.

The report from Kaspersky also provides an analysis per region of the prevalence of various tracking services, with key findings showing:

Meanwhile, regional tracking systems in South Korea, Japan, and Russia are growing rapidly and sometimes surpassing global competitors, asserting the increased risk of data breaches but also suggesting user responsibility to protect their own privacy.