Web tracking has become a pervasive aspect of our online experience. Whether we’re browsing social media, playing video games, shopping for products, or simply reading news articles, trackers are silently monitoring our online behavior, fueling the ceaseless hum of countless data centers worldwide. In this article, we’re going to explore various types of web trackers and present a detailed annual report that dissects their geographical distribution and organizational affiliations.
What is web tracking?
Web tracking is the practice of collecting, storing, and analyzing data about users’ online behavior. This data can include demographics, website visits, time spent on sites, and interactions like clicks, scrolls, and mouse pointer hovers that can be leveraged for creating heatmaps, etc. The primary goal of web tracking is to gain valuable insights into user behavior, preferences, and interests. This information allows businesses to personalize experiences, improve user engagement, target advertising more efficiently, and measure the performance of their online services.
Types of web tracking
Web tracking can be classified into several categories based on the methods and technologies employed:
Cookies
Cookies are small text files that websites place on a user’s device to store information about their visits, such as login credentials, preferences, and tracking identifiers. Despite a commendable commitment to enhance online privacy, primarily Google’s Privacy Sandbox project, Kaspersky experts anticipate that third-party cookies will persist for long time yet. In fact, even as we were processing the data to write this report, Antonio Chavez, Vice President of Privacy Sandbox, announced an intention to reconsider the plan of third-party cookies deprecation.
Web beacons
Also known as web bugs or tracking pixels, web beacons are transparent images — typically lines or 1×1 pixels — that send a lot of tracking data, usually via a query string. When a user accesses the content, the web beacon sends data back to the server. This allows businesses to track user interactions without requiring additional action from the user.
Many websites embed social media buttons that help users to share content easily. However, these innocuous buttons often come with tracking capabilities. Even if the user does not engage with the social media site directly, these platforms still collect data on their online behavior.
Web analytics
Services like Google Analytics offer a deep dive into user engagement on websites. These tools track a wide range of metrics, from page views and bounce rates to conversion rates, empowering businesses to understand user behavior and optimize website performance.
Fingerprinting
Device fingerprinting is a tracking technique that identifies users by collecting unique information about their device and browser settings. This includes details like screen resolution, operating system, installed plugins, and browser language. This creates a unique “fingerprint” that can identify the user across different websites, even without cookies.
For this report, we used anonymous statistics collected from July 2023 to June 2024 inclusive, by the Do Not Track (DNT) component, which prevents the loading of tracking elements that track user actions on websites. The statistics consist of anonymized data provided by users voluntarily.
Even the most experienced users often make the mistake to confuse DNT features with the built-in “incognito mode” offered by all leading web browsers. Incognito mode only ensures that all your data like browsing history and cookies is cleared after you close the private window. However, it does not prevent websites from tracking your activities within that session. It also does not make you anonymous to your internet service provider (ISP) or protect you from adware or spyware that might be tracking your online behavior, cryptominers, or worse.
Over the year, the DNT component was triggered 38,725,551,855 times. We have compiled a list of 25 tracking services that DNT detected most frequently across nine regions and certain individual countries. 100% represents the total number of DNT detections triggered by all 25 tracking services.
The DNT component is included in all Kaspersky security solutions and is disabled by default.
Global tracker giants
Eight tracking systems appeared in almost all of the TOP 25 lists for the regions we studied. Four of these belong to Google. Besides these, we will look at two other tracking systems which were also widely represented across almost all regions: New Relic and Microsoft.
In addition, two other systems – Criteo and Facebook Custom Audiences – also made it into the TOP 25 for all regions, but we’ve already covered them in previous articles.
Google has several tracking systems responsible for various but often overlapping areas of marketing, advertising, and other fields involving the collection, analysis, and interpretation of user data.
Google Display & Video 360 is a tool for managing advertising campaigns. Its trackers monitor advertising-related activities (clicks, technical metrics of ads, and so on). This system had the largest share among the TOP 25 tracking systems in Asia. In South Asia, it accounted for 25.47% of DNT component triggers, and in East Asia – 24.45%. The smallest share of this tracking system was in the CIS (Commonwealth of Independent States) – just 8.38%, as this region features a strong presence of local tracking systems, which we will discuss later.
The share of DNT triggers for Google Display & Video 360 trackers in each region, July 2021 — June 2022, and July 2023 — June 2024 (download)
Compared to our previous report, covering the period from August 2021 to August 2022, the presence of Google Display & Video 360 slightly increased in East Asia and the CIS, while it decreased in other regions.
The second frequently encountered tracking system is Google Analytics. This system analyzes user behavior and tracks keywords to enhance website traffic and efficiency. Its largest share is in Latin America – 14.89%, followed by the Middle East at 14.12%. The lowest share of these trackers in our statistics is in North America – 8.42%.
The share of DNT triggers for Google Analytics trackers in each region, July 2021 — June 2022, and July 2023 — June 2024 (download)
Just like the previous system, Google Analytics slightly increased its share in East Asia (up to 13.83%) and the CIS (9.36%), while decreasing in other regions.
Trackers from Google AdSense, like Google Display & Video 360, monitor advertising activity and provide reports to website owners. This tracking system has its largest share in the Middle East (6.91%) and South Asia (6.85%). The smallest shares are in Oceania (3.76%) and the CIS (2.30%).
The share of DNT triggers for Google AdSense trackers in each region, July 2021 — June 2022, and July 2023 — June 2024 (download)
In almost all regions, the share for this tracking system increased. It’s worth noting that while some of these tracking systems reduced their presence in certain regions and others increased, they all belong to the same company – Google. Thus, user tracking by Google remains extensive, far exceeding other companies.
Another significant Google tracking system is YouTube Analytics. It gathers information about video views and audience engagement, measures engagement levels, and more. YouTube Analytics holds the largest share in South Asia (12.71%) and the Middle East (12.30%), and the smallest in Europe (5.65%) and North America (4.56%).
The share of DNT triggers for YouTube Analytics trackers in each region, July 2021 — June 2022, and July 2023 — June 2024 (download)
Compared to other Google tracking systems, YouTube Analytics has notably increased its share in all regions.
New Relic
The share of DNT triggers for New Relic trackers in each region, July 2023 — June 2024 (download)
The San Francisco-based New Relic appeared for the first time in our list of global giants present in all regions. Its activity is focused on web tracking for subsequent performance analysis and the detection of website and application errors. The largest share of this tracking system is in Oceania – 15.79%, and the smallest in the CIS – 1.96%.
Bing and Microsoft Corporation
The share of DNT triggers for Microsoft Corporation trackers in each region, July 2023 — June 2024 (download)
Microsoft trackers collect information about user interactions with its online services and other sites. This data is used to optimize service performance, find errors, and more. While this tracking system has a relatively small share, it is present in all regional TOP 25 lists. Microsoft Corporation largest share is in Latin America – 3.38%, and the smallest in the CIS – 0.68%.
We studied Bing as a separate tracking system, although it is actually part of Microsoft.
The share of DNT triggers for Bing trackers in each region, July 2023 — June 2024 (download)
Bing is a full-fledged search engine. Its trackers collect information on search queries, location, and user preferences to display relevant ads – classic search engine functionality. It can be assumed that the share of Bing’s tracking system in various regions indicates the popularity of the search engine itself. A notable share of Bing trackers among the TOP 25 was in Africa – 8.46%, and the smallest in the CIS – 0.77%.
Europe
Distribution of the TOP 25 tracking systems in Europe, July 2023 — June 2024 (download)
In the European region, Google tracking systems occupy the top two positions in the TOP 25. Google Display & Video 360 accounts for 17.27%, while Google Analytics holds 11.93%. In third place, with a 9.13% share, is Amazon Technologies. Fourth is Criteo with 6.80%, followed by YouTube Analytics (5.65%), Bing (5.33%), and Google AdSense (5.23%).
In addition to the tracking systems that are in the TOP 25 of other regions, there is one company in the European ranking not found anywhere else: Improve Digital, a Dutch company that deals with advertising and marketing projects. It closes the TOP 25 with a small share of 1.22%. Next, we’ll look at regions and even countries where the tracking system rankings contain far more names not found in any other region.
Africa
Distribution of the TOP 25 tracking systems in Africa, July 2023 — June 2024 (download)
In Africa, Google trackers occupy the top three spots, with Google Display & Video 360 leading at 19.03%. By the way, only one region and one country among those we examined do not have Google tracking systems in the top position; in nearly all other regions, Google Display & Video 360 leads the rankings, occasionally being surpassed by Google Analytics. In second and third place in the African region are Google Analytics (12.94%) and YouTube Analytics (10.25%). Following them are the aforementioned New Relic (8.55%), Bing (8.46%), Google AdSense (5.11%), Criteo (3.40%), and Xandr (3.17%) – a company owned by Microsoft that focuses on advertising and analytics. The African TOP 25 doesn’t contain any unique tracking systems that can’t be found in other regions.
Middle East
Distribution of the TOP 25 tracking systems in the Middle East (excluding Iran), July 2023 — June 2024 (download)
The top four most widespread tracking systems in the Middle East belong to Google: Google Display & Video 360 (22.92%), Google Analytics (14.12%), YouTube Analytics (12.30%), and Google AdSense (6.91%). Next are Criteo (6.55%), New Relic (4.42%), Bing (2.66%), and Amazon Technologies (2.37%).
In 19th place, with a small share of 1.42%, are trackers from the Turkish advertising company Virgul.com, unique to this region.
Distribution of the TOP 25 tracking systems in Iran, July 2023 — June 2024 (download)
In the Middle East, there is one country worth considering separately due to the significant number of tracking systems that are not found in other rankings – Iran. Despite the presence of numerous local trackers, Google still takes the top spot. However, not with Google Display & Video 360, which ranks third at 11.35%, but rather with Google Analytics at 35.78%, the highest for this system across all the regions and countries we reviewed. In second place are Microsoft Corporation trackers (12.08%), and in fourth is Yandex.Metrica (4.90%). The latter is a division of the Russian company Yandex, responsible for user data collection and analysis for advertising and marketing services, such as analyzing audiences and their behavior. Following Yandex is the local Tehran-based company Yektan (4.52%), which collects and analyzes data for advertising services. Another local Iranian company in the TOP 25 is the internet advertising agency SabaVision (1.55%).
In addition to these domestic trackers, Iran’s TOP 25 also includes some that appear only in this country but which are not Iranian in origin. These include Tradingview.com (1.84%), an American company collecting telemetry, Amplitude (1.46%), a digital analytics company, Heap (1.18%), a product optimization platform, and Webklipper Technologies (0.96%), which specializes in internet marketing.
Latin America
Distribution of the TOP 25 tracking systems in Latin America, July 2023 — June 2024 (download)
The TOP 25 tracking systems most frequently detected in Latin America contain no local companies. Google Display & Video 360 ranks first with 20.13%, followed by Google Analytics (14.89%) and YouTube Analytics (8.89%). The TOP 25 is completed by PubMatic (1.08%), a company providing software for internet advertising. While it appears in many TOP 25 rankings, its share is minimal.
North America
Distribution of the TOP 25 tracking systems in North America, July 2023 — June 2024 (download)
In North America, Google Display & Video 360 leads the TOP 25 with a significant margin, holding 16.84%. Amazon Technologies comes second with 9.08%. Interestingly, Amazon Technologies trackers appear in the TOP 3 only in three regions or countries we considered: Europe, North America, and Japan. In third place is Google Analytics with 8.42%, which is the lowest share for this system in any of the regions examined. New Relic comes in fourth with 7.62%.
The North American TOP 25 includes two tracking systems not seen in other regions: The Trade Desk (1.79%) and Quantum Metric (1.76%), both American companies providing platforms for digital analytics and advertising.
Oceania
Distribution of the TOP 25 tracking systems in Oceania, July 2023 — June 2024 (download)
In Oceania, Google Display & Video 360 (18.43%) ranks first, and New Relic, with a 15.79% share, takes second, marking the highest percentage for this tracking system among all the regions and countries examined. Google Analytics is in third place with 12.00%. In addition to the trackers found in most regions, Oceania features Oracle Moat Measurement (2.10%), Chartbeat (1.11%), and Nielsen (1.03%), which appear only in this region’s ranking. Chartbeat is an American company that collects and analyzes user data for media companies to improve monetization. Nielsen is an American company specializing in market measurement, collecting and analyzing user data for this purpose. Oracle Moat Measurement is the advertising division of Oracle, which will cease operations on September 30, 2024. Oracle itself will exit the advertising market, so this is likely the last time we’ll see this tracking system in our research.
The CIS
Distribution of the TOP 25 tracking systems in the CIS (excluding Russia), July 2023 — June 2024 (download)
The CIS region is the most unusual in terms of the distribution of the TOP 25 tracking systems. This is the only region where Google trackers do not occupy the top two spots, ranking third (Google Analytics) with a relatively small share of 9.30% or lower. The first place is held by Yandex.Metrica trackers with 26.19%. As mentioned earlier, Yandex system not only made the TOP 25 in the CIS but was also seen in the Iranian ranking (fourth place at 4.90%), the Middle East (2.30%), and of course, Russia, where it holds first place with a 26.43% share.
In second place in the CIS ranking is the tracking system from Mail.ru (owned by the VK corporation) with a share of 20.76%. In addition to these two giants in the CIS tracking market, several other local tracking systems also made it into the TOP 25. Right after the three Google systems – Google Analytics (9.30%), YouTube Analytics (8.34%), and Google Display & Video 360 (8.33%) – the tracking system of the local company Mediascope had 2.82%. Mediascope focuses on audience preference and behavior research. Also included in the TOP 25 of the CIS are developments from the following Russian companies: Adriver (2.75%), Buzzoola (2.02%), AdFox, owned by Yandex (1.69%), Rambler Internet Holdings (1.46%), Sape.ru (1.42%), Artificial Computation Intelligence (1.33%), Between Digital (1.01%), Otm (0.99%), Adx.com.ru (0.93%). In total, Russian tracking systems account for 63.35% of the overall CIS ranking.
Distribution of TOP 25 tracking systems in Russia, July 2023 — June 2024 (download)
In Russia, the TOP 5 is occupied by domestic tracking systems: Yandex.Metrica (26.43%), Mail.Ru (16.60%), Mediascope (6.16%), Sape.ru (4.89%) and Artificial Computation Intelligence (4.80%). Google AdSense only ranks sixth with a 4.50% share. In addition to the trackers seen in the CIS TOP 25, the Russian ranking features an even larger number of Russian tracking services: VK (2.09%), Uniontraff (1.79%), Bidvol (1.16%), Teleport Media (0.97%), Avito (0.87%), MoeVideo (0.79%), GetIntent (0.62%), AmberData (0.59%), Kimberlite.io (0.59%) and Bumlam.com (0.56%).
The share of Russian tracking systems in the TOP 25 amounts to 87.50%. This makes Russia the only region where the overwhelming majority of the TOP 25 tracking systems are local players.
East Asia
Distribution of the TOP 25 tracking systems in East Asia (excluding Japan and South Korea), July 2023 — June 2024 (download)
The top four positions in East Asia are occupied by Google tracking systems. Google Display & Video 360 is in first place with a share of 24.45%, followed by Google Analytics (13.83%), YouTube Analytics (11.66%), and Google AdSense (6.61%). Unlike other regions, the tracking system of the major Chinese IT company Baidu made the TOP 25 in East Asia with a share of 1.87%.
There are also countries in the region that are worth considering separately, as they feature not only global tracking systems but also local players.
Distribution of the TOP 25 tracking systems in Japan, July 2023 — June 2024 (download)
In addition to global companies whose tracking services are observed around the world, in Japan there are trackers only popular within the country. The Yahoo! Japan web portal is widely used, with its trackers accounting for 4.70%. Yahoo Advertising, the digital advertising division of Yahoo, holds a share of 2.35%.
Local Japanese tracking systems are also well-represented in Japan’s TOP 25, including Geniee (2.77%), Adsp from the Japanese company SMN Corporation (1.35%), MicroAd (1.18%), Supership (1.05%), and LINE Corporation (1.04%). The total share of Japanese companies in the TOP 25 tracking systems is 12.08%.
Distribution of the TOP 25 tracking systems in South Korea, July 2023 — June 2024 (download)
The TOP 25 in South Korea also differs from other global rankings, as it includes local Korean trackers. For example, the tracking systems of the highly popular Korean online platform NAVER rank fifth with 7.75%. Another major local player, Kakao, appears twice in the rankings: Kakao trackers are in ninth place with a 1.83% share, while trackers from the web portal Daum (owned by Kakao Corporation) hold a 1.17% share.
South Asia
Distribution of the TOP 25 tracking systems in South Asia, July 2023 — June 2024 (download)
The last region under review is South Asia. The ranking here is fairly typical in terms of the global statistics. Google Display & Video 360 takes first place with 25.47%, followed by Google Analytics (13.97%), YouTube Analytics (12.71%) and Google AdSense (6.85%). Only three American trackers made it into the TOP 25 in South Asia: Sovrn (1.24%), Mux (1.10%) and LinkedIn (1.02%).
Takeaways
Google remains the undisputed leader in collecting, analyzing, and processing user data globally. However, in regions like South Korea, Japan, and Russia – where local internet services are particularly advanced – regional tracking systems not only make it into the TOP 25 but can even prevail over global ones. In some cases, such as in the CIS, local trackers can even take over entire regions. On one hand, looking at the TOP 25, it’s clear that user data collection and analysis is not limited to just a few large companies – and the more companies store and process our data, the higher the risk of data breaches. On the other hand, the list of companies is still finite, and the majority of tracking is handled by IT giants, who are motivated to protect user data to avoid reputational damage. The presence of local trackers is undoubtedly a sign of technological development in a region or country. However, the spread of local tracking systems increases the risk of data leaks and can weaken the user’s sense of control over who collects their data. To prevent unwanted data collection by various companies and, in turn, prevent data leaks, we recommend activating the Do Not Track (DNT) plugin.