When it comes to user tracking on the Internet, Google continues to have a firm hold on the top positions. Kaspersky released its annual web tracking report for the past year.
The data comes from a Do Not Track plugin that Kaspersky uses in its software products. It is designed to prevent different forms of tracking, but is disabled by default.
The key findings:
- Google dominates tracking on the Internet.
- Other companies that track users are Microsoft, Amazon, and Yahoo.
Note: The data comes from products from a single company. It may not reflect the monitoring landscape as accurately as possible because of that.
Google’s dominance becomes clear when you look at regional tracking. Here in Europe, Google Display & Video 360, and Google Analytics are the dominating trackers with an exposure of 17.27% and 11.93%. Third-placed Amazon sits at 9.13% and fourth placed Criteo at 6.80.
Then it is Google again with YouTube Analytics (5.65%), Microsoft with Bing (5.33%) and Google again with Adsense (5.23%).
In North America, it is again Google Display & Video 360 (16.84%) that dominates. Amazon is second this time (9.08%), but then it is Google again with Analytics (8.42%). Google is also placed fifth and sixth in North America.
The situation is similar in other regions. In Latin America, Google holds the first three spots and the fifth. In the Middle East, Google holds the first four spots. In Africa, it is the top three and the sixth.
It is interesting to note that some Google services lost eyes on users compared to the year before in many regions. Growth was limited to East Asia and Commonwealth of independent states. Google’s monitoring declined in all other regions, but it still dominates by a large margin.
Google Adsense and YouTube Analytics are the two exceptions. They managed to increase significantly in nearly every region.
You can check out the entire report on the Secure List website.
How do you protect yourself from tracking? Do you run content blockers? Other options? Feel free to leave a comment down below.









