Online Tracking Technologies (OTTs) are digital tools that monitor user behavior across websites, apps, and devices, collecting data like page views, clicks, and device identifiers for analytics, personalized marketing, and more. They can be first-party (site-owned) or third-party (external providers).
Common Types of OTTs
- Cookies: Small data files tracking site visits and preferences.
- Web Beacons/Pixel Tags: Invisible images tracking email opens or page views.
- JavaScript Tracking Scripts: Collect real-time data on clicks and scrolling.
- Device Fingerprinting: Identifies devices via browser and hardware characteristics.
- Local/Session Storage: Stores data in browsers for state persistence.
- Tracking URLs/UTM Parameters: Tracks visitor sources and interactions.
Use Cases
- Targeted advertising
- Web analytics
- UX personalization
- Fraud prevention
- Consent/compliance management
Privacy Regulations
OTTs are regulated under laws like:
- HIPAA (USA): Protects health-related data, requiring strict safeguards for OTTs handling protected health information (PHI).
- GDPR (EU): Mandates explicit consent and opt-out rights.
- CCPA/CPRA (California): Grants rights to know, opt out, and delete data.
- ePrivacy Directive (EU): Requires consent for device data access.
- LGPD (Brazil): Demands legal justification for data processing.
- PIPEDA (Canada): Requires meaningful consent and purpose limitation.
Non-Compliance Risks
Non-compliance can lead to:
- Fines (e.g., €20M under GDPR)
- Loss of consumer trust
- Data breaches from third-party trackers
- Operational disruptions (audits, remediation)
Organizations must use consent management platforms, transparent policies, and minimal data collection to comply. Explore Feroot’s HIPAA, GDPR, CCPA, and global privacy compliance solutions for secure, regulation-ready tracking practices.
