Although most companies claim that they have well-defined consumer data protection and privacy policies, research has found that three in five US and Canadian companies
fail to inform customers that they allow third-party services to use tracking codes on their websites.
Zoho, an Austin based productivity app surveyed 1,416 individuals across Canada and the United States, with participants including a range of business leaders from C-level to manager roles, from a variety of business sizes. The survey aimed to understand how businesses are tracking software, their consumer data policies, and how often they capture information for advertisers. The survey found that more often than not unethical data collection tactics are used by companies to gather information on their users. This was especially common with B2B.