Websites Rein In Tracking Tools: Publishers Seek to Keep Lucrative Data on Visitors for Themselves-and Avoid Privacy Gaffes

Major websites are moving to limit the number of tracking technologies like “cookies” spreading on their sites, hoping to keep lucrative data about visitors for themselves — and avoid privacy risks.More sites are counting the number of tracking tools — software that can clandestinely monitor people’s activities online — that are being installed on the computers of people who visit the sites.A few sites have dropped companies that install tracking tools, due to practices they consider intrusive. Other Internet publishers want to sell more ads themselves, relying less on online ad networks that install tracking software.

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