People are no longer surprised by the fact that apps and websites they use can offer targeted advertising, which is possible due to digital tracking. The traces of online activity that users leave are known as digital footprints, which can be active or passive. The former is referred to emails, blog posts, comments, and social media posts. The latter is data left unintentionally, including IP addresses and geolocation, that can be identified with cookies that all websites use.
On the one hand, digital footprint carries an insignificant threat, but its misuse may lead to identity stealing, inappropriate advertising, breach of financial information, and even job loss. Indeed, “as tracking and as targeting spill over from the web into the real world, our collective privacy and sense of control are ending.” Although advertisement may initially seem mildly disturbing, targeted manipulation to elicit purchasing behavior in customers appears dangerous.
Despite the sci-fi scenario of mass surveillance, people can still manage their digital footprints. For instance, users should avoid entering their primary emails when commenting on blog platforms. Furthermore, it is advisable not to overshare one’s personal life on social media, restricting it to friends and followers.
In fact, it is crucial to separate personal and professional life in the digital world to avoid any damage to one’s reputation. Lastly, individuals should know that the incognito mode on their browsers cannot prevent digital footprint tracking; hence, they should remain cautious about clicking suspicious ads that may steal essential data.