IP Address: The Not-So-Secret Number
Your IP address is a unique number assigned to your internet connection by your internet service provider. This number is essential because it routes information across the web and ensures that content, including those oh-so-very-targeted ads, reaches your connected device. However, your IP address is not always specific to just your device, nor is it always a fixed identifier—it can change, and multiple devices can share the same address, especially on shared networks like public WiFi or at home. Think of it as the mailing address of your online house, but one you might share with your entire neighborhood from time to time.
Device IDs and Probabilistic Identifiers: The Digital Fingerprints
A device identifier is a unique string of characters assigned to your device or browser using cookies or other storage tech. This ID can be created or accessed to recognize your device, not just on one web page but across different sites and apps. It’s a bit like writing your name in invisible ink on every digital door you open.
A probabilistic identifier is created by combining different features linked to your device (like your browser type or operating system) and the IP address you’re using. If you agree, other attributes—like what fonts are installed or the resolution of your screen—may join in the mix, enhancing the accuracy of this fingerprint. Since many devices may share the same attributes and connection, this method is called “probabilistic”. It’s not always 100% accurate, but it gets remarkably close to figuring out who’s who in the digital crowd.
What Does ‘Online Activity’ Mean Exactly?
- Which websites you visit
- Which apps you use
- What you search for on that service
- How you interact with digital content or ads—like how many times you’ve seen a specific video or banner, or if you’ve clicked on them (accidentally… or not)
Some features (say, potential interests, shopping intentions, or your consumer profile) can be deduced or modeled based on your prior internet activity—like what content you viewed, which services you used, or how long you spent on various sites and services. Personal info you provide (like your age or profession) can also feed into this profile. Yes, it’s a bit like digital people-watching, with a sprinkle of Sherlock Holmes.
Location, Location, Location
Your approximate location can be deduced from your IP address, typically expressed as a zone within a radius of at least 500 meters (roughly a third of a mile for those who prefer feet to meters). It won’t tell anyone the exact chair you’re sitting in, but it definitely knows your neighborhood.
Additionally, the info you provide through forms (for feedback or comments, for example) or when you register an account (such as your age or job) helps fill in more pieces of your online puzzle.
If an identifier is created using authentication info—like the email address or phone number linked with accounts you’ve registered, or customer IDs given by your telecom provider—it can recognize you across websites, apps, and devices whenever you log in using those details.
So, while online tracking and identification may seem daunting, understanding how it works can help you make more informed choices about your privacy. At the very least, the next time you see an eerily relevant ad, you’ll know exactly which bread crumb you left behind!
