Digital FootprintHow to Limit Your Exposure Online

How Managing Your Digital Footprint Can Help Fight Identity Theft

How often do you think about the tracks you leave behind you wherever you go?

Think about your last visit to the beach, for instance. If we walk on wet sand, we leave a physical footprint behind. Anyone examining that mark later might be able to discern certain details about us as a result. It might give away our shoe size, or the type of shoe we are wearing, for example.

Just like that, we leave a digital footprint whenever we move through websites, apps, or other online spaces. And, just like in the example I gave above, these intangible imprints can reveal key details about us to strangers.

What is a “Digital Footprint?”

Digital Footprint

[noun]/di • jə • dl • fo͝ot • print/

As the name implies, a “digital footprint” generally refers to the trail that you leave online. It’s a composite profile, assembled based on many small pieces of data produced through your online activity.

We give companies a lot of data about ourselves, which they store and use, like our contact information, personal information, likes and dislikes, as well as our payment card data. We also offer up our location and device data, and even our browsing history.

Your digital footprint is a composite. It’s made up of all the data and information about you that you leave behind in small fragments everywhere online. When combined, that data can be used to create profiles of us. And, that data can be used for good (or not-so-good) purposes.

Brands can use our digital footprints to develop profiles of us in order to provide better service and a more customized experience. However, fraudsters may also use the same tactics to build out a profile of a potential victim. 

What is the Difference Between “Active” and “Passive” Digital Footprints?

Every interaction, click, and keystroke we make contributes to the data trail we leave behind online. 

We’re conscious of some of this. Think about when we register for an account or service, or where we make a post on a social media platform. The problem is the data we leave behind without knowing, or that’s gathered without our explicit consent or understanding. I’m talking about my location, what browser I’m using, what kind of device I’m using, or what other websites or services I’m using.

We can broadly categorize digital footprints into “active” and “passive” camps. Each represents a different way our information gets collected and used across the internet.

What is an Active Digital Footprint?

An active digital footprint is all the data that you consciously share or create online. This includes the information you submit when you:

• Register for online accounts or services, such as social media platforms, email providers, or online shopping sites.
• Post or comment on social media, forums, or blogs.
• Fill out forms or surveys on the internet.
• Send emails or messages through online platforms.

This data exchange is deliberate. You’re choosing to make this information available. The control here lies in your hands as you decide what to share, how much to share, how often, and with whom to share it.

Even with voluntary disclosure, though, you have to remember that a big of nuance exists. Think about the settings that govern the visibility of your information, for example, or the terms of service that dictate how your data may be used by the receiving entity.

What is a Passive Digital Footprint?

A passive digital footprint is formed by the data collected about you without your direct involvement, and potentially even without your consent. This type of footprint is generated when:

• Websites and advertisers track your browsing behavior, including the links you click, the pages you visit, and the amount of time spent on specific content.
• Data analytics tools collect information about the device you are using, such as the brand, operating system, IP address, or geographic location.
• Social media platforms and mobile apps track your usage patterns and interactions to tailor content and advertisements to your preferences.

This information is typically collected through cookies, device fingerprinting, and other tracking technologies that monitor and record your activities. Unlike the active footprint, you may not always be aware of how much data is being gathered about you as you browse. And, you may never understand the implications of this data collection.

Why Do Digital Footprints Matter?

We do a lot of our daily business online. Whether we’re talking about the way we interact with each other, how we do daily tasks like grocery shopping, or even how we turn on the lights at home. The amount of data that we “actively” or “passively” give will matter quite a bit, actually. 

This data is valuable. Companies pay top dollar for quality information that allows them to accurately target products, services and offers to consumers. We all need to be more aware of how our digital footprint is being used, and be sure that we consent and are comfortable with this usage. 

Security is also a major issue. We can tend to trust all sorts of companies with our data (passive, active, sensitive, and personal). But, we don’t really understand the security frameworks that they have to keep it safe from unauthorized use or criminals.

If compromised, our digital footprint can be used both online and in the real world to impersonate us and commit fraud. If you look at the headlines, they’re awash with stories of identity theft and stolen data being used by criminals.

A social media footprint is a goldmine for identity fraudsters who may want to convince a bank they are speaking to the “real” Craig McClure, for example. The scammer can round out information like my mother's maiden name, my favorite holiday, my kids’ birthdays. This is all information which is, sadly, pretty easy to grab from social platforms.

Digital Footprint Examples

An internet user's digital footprint can encompass hundreds of different activities. These digital traces are left through so many interactions online. Here are just a few examples of touchpoints that can leave behind usable impressions:

Each of these actions contributes to the construction of a detailed — and often permanent — online profile. It creates an outline of your individual preferences, behaviors, and lifestyle.

How to Identify Your Digital Footprint

Identifying your digital footprint involves gaining awareness of the traces of information you leave online, both on purpose and by accident. This awareness can help you manage your online presence, protect your privacy, and control your personal data.

Here are a few practices you can adopt to exercise more control over your digital footprint:

How Can Cardholders Protect Their Digital Footprint?

It’s on you to protect your digital footprint. You’re your own best defense to ensure your personal information remains secure and that your privacy is preserved. To that end, here are a few strategies that I’d recommend:

How Can Merchants Fight Identity-Based Fraud Attacks?

For merchants, stopping identity-based fraud attacks is critical for maintaining the integrity of your business. But it’s important to recognize that machines alone won’t fully protect you from fraud and chargebacks. This is where a proactive, multifaceted approach comes into play.

I recommend that merchants:

At the end of the day, protecting your digital footprint is a critical first step toward insulating yourself (or your business) from identity theft and fraud. As long as you’re online, someone is tracking your activity. It’s very wise to be aware of that now and act accordingly. It’s your data. Take control of it.