Is it right for ad companies to track users around the web?

Is it right for ad companies to track users around the web?
In the ever changing tech-world, people habits have changed, their preferences have changed and the mode of getting the products and services has changed. It has got digital. And, therefore companies all over the world track users and their individual preferences. The reasons can be many. Ad companies are takes the top slot in tracking users around the web. No matter what the reason is but is it justified for them to follow such an action?

Yes

• Tracking of the users is ultimately for the benefits of the users as it will further improve the theme, design and functionality of the online websites.

• Ad companies invest a lot more money, time and effort in marking the online presence of many companies which in the absence of tracking users will lose in dark.

• Online users seek effective products and services, and the ad companies just serve their need by providing them with more personalized ads. It is more about behavioral targeting.

• Ad companies get paid as per the number of clicks and therefore, they need to track to distinguish between the false and genuine clicks.

• There are instances when tracking is used to help the users from becoming a victim of fraud and it is mostly used by the banks.

No

• When it comes to personal privacy then trackers should understand that the privacy protection should be by default, and not an option.

• It’s ok to opt for behavioral targeting but then it is justified only after getting the approval from the users.

• Awareness is the key to have a right balance in life, and online advertisers cannot just go ahead and breach the personal life of people.

• The advertising companies just seek their benefit of earning more, and don’t do it in the set ethical standards.

• The anonymous tracking can become a headache for the users as it is not safe and secure, and can be easily broken by the hackers or spammers.

Conclusion

Ad companies argue that behavioral targeting is for consumer benefits as it makes advertising more relevant. However, in the end it is about what the consumer really wants. Allow the consumer with the default privacy. Go ahead and take the approval for tracking their behavior across the websites. Earning money or making profits in business doesn’t mean that you need to follow the unethical path by interfering with consumer’s privacy.