You’re not paranoid, you really are being followed more online.
A study that looked at web tracking over the last 20 years found that at least 75% of the world’s 500 most popular websites contain web trackers, up from fewer than 5% in 1998.
“The number of trackers have increased, the ability of the top trackers to track you across sites has increased and the complexity of the trackers has increased,” said Adam Lerner, a security and privacy researcher at theUniversity of Washington in Seattle and one of the study designers.
The researchers used a unique Internet archive, the Wayback Machine, to look at third-party tracking code used on web sites over time. These-third party trackers first appeared in 1998 and their use has been rising almost continuously ever since.