Audit Finds Major Tech Giants Persistently Track Users Despite Opt-Outs

An independent audit finds that Google, Microsoft, Meta and a wide network of ad-tech vendors continue tracking users even after opt-outs. The report catalogs cookie and storage use across dozens of vendors, noting cookie durations ranging from days to years and data collected such as IP addresses, device identifiers, location data, browsing activity, user profiles, and consent choices. Some vendors do not use cookies and rely on alternative storage, while others justify processing via legitimate interest. Overall, opting out does not reliably stop pervasive cross-site tracking in the ad-tech ecosystem, underscoring ongoing privacy risks.