What your IP address and device say about you: Here’s what’s really being tracked online
Ever get the feeling you’re not alone on the Internet? That maybe, while you’re busy scrolling, clicking, and binge-watching videos of cats playing piano, someone (or something) is quietly following your digital footprints? Don’t worry, you’re not being paranoid—because you’re absolutely right.
So, What’s This IP Business?
Your IP address is not some secret agent code or your online Hogwarts house assignment. It’s simply a number given to you by your Internet service provider whenever you connect to the web. This number isn’t always tied specifically to your device—so, your phone, laptop, tablet all might just be sharing that identifier—and it doesn’t always stick around for long. Your IP is used to route data across the internet and to display content (including those ever-present ads) on whatever device you’re using at the time. It’s a bit like your digital postal code, delivering information to your virtual doorstep.
Meet Your Device’s DNA: Device Identifiers & Cookies
But wait, there’s more! Each of your devices or browsers can also have what’s called a device identifier—sort of like its online fingerprint. This is a unique string of characters given to your device via a cookie or similar storage technology. Think of this like the “Take a Number” ticket at a bakery, only it follows your device rather than your hands. Websites can create or access this identifier to recognize your device, whether you stay on their own site or wander across others. This enables your online experience to be personalized, and, yes, is a key ingredient in how targeted ads are baked and served to you.
- Device identifiers help sites and apps recognize you—even across different web pages.
- They can be created by cookies or other storage methods.
- One device may have more than one identifier, depending on browsers or apps you use.
The Magic of Probabilistic Identifiers
Now, here’s a fun twist: Combining your device’s traits (like browser type, operating system, and IP address) can create what’s known as a probabilistic identifier. This isn’t a sharp, unique fingerprint—it’s more like a best guess, because several devices might share these traits when using the same internet connection. And if you provide extra permission, even more details (such as which fonts are installed on your system or your screen resolution) can be added to sharpen that recognition. This doesn’t guarantee someone knows exactly which device you’re on, but it makes their guess awfully close. These probabilistic identifiers can work across different pages and services, tracking you as you explore the digital world.
- Probabilistic identifiers are made from combinations of device and network characteristics.
- They can include browser information, operating system, and, if allowed, additional device features.
- Because multiple devices can share similarities, these identifiers are called « probabilistic. »
What Else Is Being Collected?
Your online activity is another goldmine of information: what websites you visit, what apps you use, what you look up, and even how you interact with content and ads (did you see that ad five times and finally click?). Add to this the details you willingly provide through forms—like feedback, comments, account creation (sharing your age or job, for example).
And location? While you may never type your home address into a random quiz site (please don’t!), your approximate location can be determined as a broad area at least 500 meters wide, based on your IP address—enough to keep an eye on which neighborhood you’re browsing from, but not enough to pinpoint you at the favorite couch by your window.
Here’s the kicker: The data already collected—from your declared information, online history, and device traits—can be used to infer possible interests, purchase intentions, or consumer profiles. This happens through deduction or modeling based on what content you browse, how long you spend on certain pages, or what details you provide.
- Sites collect what you declare: forms, feedback, profile details.
- They monitor your activity: page visits, app usage, search terms, ad interactions.
- They infer your interests and buying intentions from your behavior and personal details.
Should You Be Worried?
Most of the time, this tracking is used to personalize your web experience and, of course, to bombard you with ads tailored to your every whim (because who doesn’t want ads for things they already bought last week?). But staying aware is smart: the invisible tagalongs online know a surprising amount about you—and your device—by piecing together information you give, activity you create, and trails you may not even realize you’re leaving.
Final bit of advice: Consider how and where you share personal details online, keep an eye on permissions you grant, and maybe clear those cookies once in a while—just to keep the magic a little mysterious.
John is a curious mind who loves to write about diverse topics. Passionate about sharing his thoughts and perspectives, he enjoys sparking conversations and encouraging discovery. For him, every subject is an invitation to discuss and learn.
