A glimpse of the user tracking ecosystem

There are many opinions on the web about GDPR and whether it did what it set out to do. Some say it helps because it at least puts privacy front and center, while some say it creates a false sense of assurance given that the tracking of users hasn’t really changed much. Irrespective of where you find yourself on that spectrum, there is one visible thing it did and I find quite useful.

Every website I visit now offers up a popup saying they track users and that I can opt out if I want. Most sites try to make it really hard for user to opt out and some even go to the extent of not letting in the user if they don’t accept tracking. That itself is a good first step. However what I want to point out here is how some implementation of this functionality is done. When you click on the option to opt out of tracking, some sites show you a list of all trackers used on their site and classify them into various buckets like “essential”, “personalization” etc. That to me is great. I don’t know how long they will keep that implementation, but here is a list of trackers I captured from a couple of sites. For me it’s great to show how large that ecosystem is and how serious the tracking problem is.

Guardian —

Emerse Sverige AB

AdMaxim Inc.

BeeswaxIO Corporation

TripleLift, Inc.

ADventori SAS

Verizon Media EMEA Limited

Venatus Media Limited

Exponential Interactive, Inc

AdSpirit GmbH

BidTheatre AB

Conversant Europe Ltd.

Etarget SE

ADITION technologies AG

Quantcast International Limited

Adikteev / Emoteev

Roq.ad GmbH

Vibrant Media Limited

Captify Technologies Limited

NEURAL.ONE

Sovrn Holdings Inc

NEORY GmbH

Xandr, Inc.

Index Exchange, Inc.

ADARA MEDIA UNLIMITED

Avocet Systems Limited

xAd, Inc. dba GroundTruth

TRADELAB

Smart Adserver

The Rubicon Project, Inc.

Roku DX Holdings, Inc

MediaMath, Inc.

Criteo SA

Crimtan Holdings Limited

RTB House S.A.

Scene Stealer Limited

Blis Media Limited

Simplifi Holdings Inc.

ShareThis, Inc

N Technologies Inc.

Madison Logic, Inc.

Sirdata

OpenX

GroupM UK Limited

Justpremium BV

Intent Media, Inc.

Vdopia DBA Chocolate Platform

RhythmOne LLC

Sharethrough, Inc

PulsePoint, Inc.

Amobee, Inc.

Purch Group, Inc.

LifeStreet Corporation

affilinet

Admotion SRL

realzeit GmbH

Switch Concepts Limited

Parsec Media Inc.

uppr GmbH

LEMO MEDIA GROUP LIMITED

RevLifter Ltd

Turbo

Sizmek

M32 Connect Inc

Greenhouse Group BV (with its trademark LemonPI)

GumGum, Inc.

Active Agent AG

PubMatic, Inc.

Tapad, Inc.

Skimbit Ltd

adsquare GmbH

Impression Desk Technologies Limited

Adverline

Smaato, Inc.

Rakuten Marketing LLC

Yieldlab AG

Adform

NetSuccess, s.r.o.

Fifty Technology Limited

The Trade Desk

Hottraffic BV (DMA Institute)

Taboola Europe Limited

Maytrics GmbH

comScore, Inc.

LoopMe Limited

Eyeota Pte Ltd

Adloox SA

Teads

admetrics GmbH

Telaria SAS

Rich Audience

Widespace AB

Avid Media Ltd

LiveRamp, Inc.

ConnectAd Realtime GmbH

Nano Interactive GmbH

PIXIMEDIA SAS

Ströer SSP GmbH

heroes SE

Confiant Inc.

Teemo SA

YOC AG

Beemray Oy

MiQ

ADman Interactive SLU

Admedo Ltd

MADVERTISE MEDIA

Underdog Media LLC

Seedtag Advertising S.L

Snapsort Inc., operating as Sortable

ID5 Technology SAS

Reveal Mobile, Inc

Adacado Technologies Inc. (DBA Adacado)

NextRoll, Inc.

IPONWEB GmbH

BIDSWITCH GmbH

EASYmedia GmbH

Outbrain UK Ltd

district m inc.

Bombora Inc.

Yieldmo, Inc.

TreSensa, Inc.

Flashtalking, Inc.

Sift Media, Inc

Sublime

FORTVISION

digitalAudience

Adkernel LLC

Thirdpresence Oy

EMX Digital LLC

33Across

Platform161

Teroa S.A.

1020, Inc. dba Placecast and Ericsson Emodo

Media.net Advertising FZ-LLC

Delta Projects AB

advanced store GmbH

video intelligence AG

Semasio GmbH

Location Sciences AI Ltd

Zemanta, Inc.

Tapjoy, Inc.

Sellpoints Inc.

2KDirect, Inc. (dba iPromote)

Centro, Inc.

Rezonence Limited

Publicis Media GmbH

SYNC

ORTEC B.V.

Ligatus GmbH

Adssets AB

Collective Europe Ltd.

Ogury Ltd.

1plusX AG

AntVoice

smartclip Europe GmbH

DoubleVerify Inc.

Mediasmart Mobile S.L.

IgnitionOne

emetriq GmbH

Temelio

adrule mobile GmbH

A Million Ads Ltd

remerge GmbH

Rockerbox, Inc

Bounce Exchange, Inc

ZBO Media

Smartology Limited

OneTag Limited

LiquidM Technology GmbH

ARMIS SAS

Audiens S.r.l.

7Hops.com Inc. (ZergNet)

Bucksense Inc

Bidtellect, Inc

Adello Group AG

RTK.IO, Inc

Spotad

AdTheorent, Inc

Digitize New Media Ltd

Bannerflow AB

Sonobi, Inc

Unruly Group Ltd

Spolecznosci Sp. z o.o. Sp. k.

Research Now Group, Inc

Goodway Group, Inc.

Netsprint SA

Intowow Innovation Ltd.

Mirando GmbH & Co KG

Sanoma Media Finland

Viralize SRL

Genius Sports Media Limited

Collective, Inc. dba Visto

Onnetwork Sp. z o.o.

Revcontent, LLC

RockYou, Inc.

LKQD, a division of Nexstar Digital, LLC.

Golden Bees

Spot.IM LTD

Triton Digital Canada Inc.

plista GmbH

TimeOne

Inskin Media LTD

Jaduda GmbH

Converge-Digital

Smadex SL

Comcast International France SAS

McCann Discipline LTD

AdClear GmbH

Codewise VL Sp. z o.o. Sp. k

ADYOULIKE SA

mobalo GmbH

A.Mob

Steel House, Inc.

Improve Digital BV

On Device Research Limited

Keymantics

R-TARGET

mainADV Srl

Integral Ad Science, Inc.

Qwertize

Sojern, Inc.

Celtra, Inc.

SpotX, Inc.

ADMAN - Phaistos Networks, S.A.

SMARTSTREAM.TV GmbH

Knorex Pte Ltd

Gamned

Accorp Sp. z o.o.

ADUX

PowerLinks Media Limited

Jivox Corporation

Connatix Native Exchange Inc.

Polar Mobile Group Inc.

Clipcentric, Inc.

Readpeak Oy

Perform Media Services Ltd

Fusio by S4M

Mobile Professionals BV

usemax advertisement (Emego GmbH)

Adobe Advertising Cloud

The ADEX GmbH

Welect GmbH

StackAdapt

WEBORAMA

Liveintent Inc.

DigiTrust / IAB Tech Lab

zeotap GmbH

TabMo SAS

Adevinta Spain S.L.U.

Permodo GmbH

AdTiming Technology Company Limited

Fyber

ad6media

The Kantar Group Limited

Rockabox Media Ltd

Marfeel Solutions S.L

InMobi Pte Ltd

Telaria, Inc

Gemius SA

Wizaly

Apester Ltd

Adelphic LLC

Aerserv LLC

Instinctive, Inc.

Optomaton UG

Video Media Groep B.V.

Digilant Spain, SLU

Vuble

Orion Semantics

Signal Digital Inc.

Visarity Technologies GmbH

DIGITEKA Technologies

Linicom

Acuityads Inc.

Mindlytix SAS

Permutive Technologies, Inc.

Permutive

Mobfox US LLC

MGID Inc.

Meetrics GmbH

Yieldlove GmbH

Seeding Alliance GmbH

My6sense Inc.

Ezoic Inc.

Bigabid Media ltd

Free Stream Media Corp. dba Samba TV

Samba TV UK Limited

Somo Audience Corp

Vidoomy Media SL

communicationAds GmbH & Co. KG

Getintent USA, inc.

mediarithmics SAS

VECTAURY

Nielsen Marketing Cloud

Digital Control GmbH & Co. KG

numberly

Qriously Ltd

Audience Trading Platform Ltd.

Pixalate, Inc.

Triapodi Ltd.

Exactag GmbH

Affectv Ltd

AddApptr GmbH

The Reach Group GmbH

Hybrid Adtech GmbH

Mobusi Mobile Advertising S.L.

Oracle Data Cloud

Duplo Media AS

twiago GmbH

Pocketmath Pte Ltd

Effiliation

Eulerian Technologies

Whenever Media Ltd

Webedia

Yormedia Solutions Ltd

Seenthis AB

Nativo, Inc.

Browsi Mobile Ltd

Bidmanagement GmbH

SheMedia, LLC

Brand Metrics Sweden AB

LeftsnRight, Inc. dba LIQWID

TradeTracker

AudienceProject Aps

Avazu Inc.

Cloud Technologies S.A.

iotec global Ltd.

dunnhumby Germany GmbH

IgnitionAi Ltd

Commanders Act

DynAdmic

SINGLESPOT SAS

Arrivalist Co.

Ziff Davis LLC

INVIBES GROUP

R-Advertising

Myntelligence Limited

PROXISTORE

Mobile Journey B.V.

Tradedoubler AB

Signals

Beachfront Media LLC

Publishers Internationale Pty Ltd

Proxi.cloud Sp. z o.o.

Bmind a Sales Maker Company, S.L.

INVIDI technologies AB

Neodata Group srl

Innovid Inc.

Playbuzz Ltd.

Cxense ASA

Adimo

GDMServices, Inc. d/b/a FiksuDSP

Cuebiq Inc.

travel audience GmbH

Demandbase, Inc.

Solocal

ADRINO Sp. z o.o.

Forensiq LLC

Adludio Ltd

Adtelligent Inc.

Ströer SSP GmbH

PREX Programmatic Exchange GmbH&Co KG

Bidstack Limited

TACTIC™ Real-Time Marketing AS

Yieldr UK

White Ops, Inc.

Telecoming S.A.

Ad Unity Ltd

Cybba, Inc.

Zeta Global

DEFINE MEDIA GMBH

Affle International

AdElement Media Solutions Pvt Ltd

Social Tokens Ltd.

TAPTAP Networks SL

hbfsTech

Targetspot Belgium SPRL

Internet BillBoard a.s.

B2B Media Group EMEA GmbH

HIRO Media Ltd

pilotx.tv

CerebroAd.com s.r.o.

Ströer Mobile Performance GmbH

Totaljobs Group Ltd

Madington

Neustar, Inc.

AdColony, Inc.

YellowHammer Media Group

SpringServe, LLC

Adledge

Carbon (AI) Limited

Arcspire Limited

Automattic Inc.

KUPONA GmbH

Fidelity Media

Sub2 Technologies Ltd

Haensel AMS GmbH

Opinary GmbH

PLAYGROUND XYZ EMEA LTD

Oracle AddThis

Triboo Data Analytics

PurposeLab, LLC

NEXD

Schibsted Product and Tech UK

Little Big Data sp.z.o.o.

LotaData, Inc.

PubNative GmbH

FlexOffers.com, LLC

Cablato Limited

Pexi B.V.

AdsWizz Inc.

UberMedia, Inc.

Shopalyst Inc

SunMedia

Accelerize Inc.

Admixer EU GmbH

INFINIA MOBILE S.L.

Shopstyle

ATG Ad Tech Group GmbH

netzeffekt GmbH

nugg.ad GmbH

ZighZag

ChannelSight

The Ozone Project Limited

Fidzup

Kayzen

Jampp LTD

salesforce.com, inc.

SmartyAds Inc.

INNITY

Uprival LLC

Tealium Inc.

Near Pte Ltd

AdDefend GmbH

Alliance Gravity Data Media

Chargeads

X-Mode Social, Inc.

RUN, Inc.

Smartclip Hispania SL

GlobalWebIndex

Densou Trading Desk ApS

PUB OCEAN LIMITED

Kochava Inc.

PaperG, Inc. dba Thunder Industries

Cydersoft

Illuma Technology Limited

Tunnl BV

Video Reach

Smart Traffik

DeepIntent, Inc.

Reignn Platform Ltd

Bit Q Holdings Limited

Adhese

adhood.com

Happydemics

Leiki Ltd.

RMSi Radio Marketing Service interactive GmbH

Dr. Banner

Adobe Audience Manager

Drawbridge, Inc.

CHEQ AI TECHNOLOGIES LTD.

ViewPay

Jointag S.r.l.

Czech Publisher Exchange z.s.p.o.

Otto (GmbH & Co KG)

LBC France

Kairos Fire

Neustar on behalf of The Procter & Gamble Company

Sourcepoint Technologies, Inc.

Localsensor B.V.

MAIRDUMONT NETLETIX GmbH&Co. KG

Goldbach Group AG

Programatica de publicidad S.L.

Realeyes OÜ

Mobilewalla, Inc.

audio content & control GmbH

InsurAds Technologies SA.

StartApp Inc.

Colpirio.com

Bandsintown Amplified LLC

Better Banners A/S

Dynamic 1001 GmbH

WebAds B.V

Maximus Live LLC

Join

Impactify

News and Media Holding, a.s.

Online Solution Int Limited

Adnami Aps

Consumable, Inc.

Market Resource Partners LLC

Adsolutions BV

ucfunnel Co., Ltd.

Predicio

Onfocus (Adagio)

Blue

Azerion Holding B.V.

Seznam.cz, a.s.

Norstat Danmark A/S

Adprime Media Inc.

Lotame Solutions, Inc.

BEINTOO SPA

Capitaldata

BILENDI SA

: Tappx

Contact Impact GmbH

Hivestack Inc.

Relay42 Netherlands B.V.

D-Edge

Passendo ApS

Gamoshi LTD

Smile Wanted Group

WebMediaRM

Ve Global

Noster Finance S.L.

Smartme Analytics

Adserve.zone / Artworx AS

Dailymotion SA

Skaze

Notify

TrueData Solutions, Inc.

Axel Springer Teaser Ad GmbH

GRAPHINIUM

Research and Analysis of Media in Sweden AB

Think Clever Media

Alive & Kicking Global Limited

GP One GmbH

Sportradar AG

Soundcast

Digital East GmbH

Telefonica Investigación y Desarrollo S.A.U

BeOp

Mobsuccess

BLIINK SAS

Liftoff Mobile, Inc.

WhatRocks Inc.

Timehop, Inc.

Duration Media, LLC.

Instreamatic inc.

BusinessClick

Intercept Interactive Inc. dba Undertone

Schibsted Norge AS

Cedato Technologies LTD.

TTNET AS

adMarketplace, Inc.

Mediaforce LTD

AuDigent

Radio Net Media Limited

Blue Billywig BV

The MediaGrid Inc.

Arkeero

MISSENA

Go.pl sp. z o.o.

Lifesight Pte. Ltd.

ADWAYS SAS

VRTCAL Markets, Inc.

MyTraffic

adality GmbH

Inspired Mobile Limited

Effinity

Kwanko

BidBerry SRL

Dataseat Ltd

OnAudience Ltd

Dugout Limited

Audience Network

AppConsent Xchange

Axonix LTD

Online Advertising Network Sp. z o.o.

Dentsu Aegis Network Italia SpA

Beaconspark Ltd

Between Exchange

Appier PTE Ltd

Cavai AS & UK

Adzymic Pte Ltd

Anzu Virtual reality LTD

Monet Engine Inc

6Sense Insights, Inc.

Vidazoo Ltd

GeistM Technologies LTD

Brand Advance Limited

Cint AB

NC Audience Exchange, LLC (NewsIQ)

Blingby LLC

Performax.cz, s.r.o.

BidMachine Inc.

adbility media GmbH

Audiencerate LTD

MOVIads Sp. z o.o. Sp. k.

Adxperience SAS

Kairion GmbH

AUDIOMOB LTD

Good-Loop Ltd

If you have made it this far kudos to you and here is another list as a reward :)

Arstechnica —

crwdcntrl.net

mathtag.com

atdmt.com

teads.tv

.w55c.net

extend.tv

netmng.com

.quantserve.com

openx.net

lijit.com

adsymptotic.com

.rfihub.com

tribalfusion.com

.dpm.demdex.net

.twitter.com

www.facebook.com

.google.com

scorecardresearch.com

bidr.io

dpm.demdex.net

rfihub.com

srv.stackadapt.com

.www.linkedin.com

.eqads.com

.outbrain.com

adform.net

.netmng.com

.yahoo.com

linkedin.com

twitter.com

.extend.tv

pubmatic.com

simpli.fi

www.linkedin.com

.doubleclick.net

bidswitch.net

turn.com

.advertising.com

.turn.com

.demdex.net

ctnsnet.com

.simpli.fi

everesttech.net

.tapad.com

creative-serving.com

.srv.stackadapt.com

yahoo.com

.bidr.io

.adsrvr.org

.mathtag.com

agkn.com

ads.linkedin.com

.facebook.com

adsrvr.org

quantserve.com

adnxs.com

w55c.net

.bidswitch.net

fwmrm.net

.casalemedia.com

go.sonobi.com

.ads.linkedin.com

config.parsely.com

outbrain.com

casalemedia.com

demdex.net

.tribalfusion.com

.adnxs.com

owneriq.net

spotxchange.com

rlcdn.com

facebook.com

widgets.outbrain.com

ads.avocet.io

.adform.net

.linkedin.com

.config.parsely.com

securepubads.g.doubleclick.net

.eyeviewads.com

smartadserver.com

.scorecardresearch.com

doubleclick.net

ml314.com

.everesttech.net

eqads.com

.agkn.com

tapad.com

eyeota.net

yieldoptimizer.com

.snapchat.com