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Here’s What You Need to Know About VPN Trackers

Beware of VPN companies that put profits ahead of ethics. Here’s what to know about VPN trackers and how to protect your privacy.

Public concern over web tracking is at an all-time high. Even though the concern over tracking has been mounting for well over a decade, the situation hasn’t improved much over that time: Pervasive tracking and rampant data collection are still the lay of the land all these years later. Websites and apps deploy trackers that follow you around the internet and share the information they collect with various third parties. Internet service providers collect gobs of personal data every time you go online, then share it with others who monetize it, often without your knowledge or consent. 

Because of this, people are increasingly turning to virtual private networks to help protect against invasive online tracking practices. But what can you do when it’s the VPNs themselves that are doing the tracking? As with any app or online service, it’s important to do your research and make sure you choose a provider that actually takes your privacy seriously. Just because a VPN company claims that your privacy is its top priority doesn’t mean it’s true.

VPNs are supposed to help you protect your online privacy and fight back against the machine hell-bent on exploiting your data for its own gain. Gaining privacy from tracking is among the main reasons you should seek the help of a VPN, but it can be difficult to sort through the various ways VPNs might track you. Here’s what to know about the different trackers VPNs use, and how they separate the best VPNs from the ones you should avoid. 

First-party trackers vs. third-party trackers 

Not all trackers are the same. For example, there’s a crucial difference between first-party and third-party trackers. There’s a similarly vital distinction between trackers used on a VPN’s website versus the ones inside a VPN’s app. In both cases, the second option will have much greater implications on your privacy than the former. 

First-party trackers, also known as cookies, are used and stored by the websites you visit. They’re used for things like remembering your preferences, geographic region, language settings and what you put in your shopping cart. They’re also used by website administrators to collect data as you visit their sites, helping them better understand your behavior and figure out what will keep you on their site longer and buying more of their products and services. 

Basically, first-party trackers are there to provide you with a smoother experience as you visit the websites you frequent. It would be annoying to have to set all your preferences each and every time you visit a site and to have to re-add each individual item to your shopping cart every time you click away from your cart. 

A VPN company may use first-party trackers on its website to save your settings, display account-specific information after you log in and see what marketing channel brought you to its site. 

Third-party trackers are different in that they are created by entities other than the site you’re visiting. After a site puts these trackers on your computer via your browser, they follow you across the websites you visit. They are injected into a website using a tag or a script and are accessible on any site that loads the third-party’s tracking code. But the big difference is that they’re used to track your online behavior and make money from you, rather than improve your online experience. 

In simpler terms, third-party trackers exist to help companies bombard you with targeted advertisements based on your online browsing activity. Targeted advertising is big business, and there are mountains of cash to be made at the expense of your digital privacy. 

That said, Apple and Google have begun shifting their policies regarding the use of third-party trackers in their respective mobile app marketplaces and have provided users more transparency and a much greater element of control when it comes to restricting how apps are able to track them. Google even proposed a solution to eliminating the use of third-party trackers altogether. That proposal, however, turned out to be a failure after people began pointing out the ways in which Google’s proposed alternative would make it even easier for the company to track and identify you for targeted advertising. Google was forced back to the drawing board and ended up shelving the idea for at least two years. Still, the industry is slowly showing signs of progress. 

If a VPN company is using third-party trackers on its website for marketing purposes or to enhance your experience on the site itself, the tracking is easy to block in most cases. But when a VPN tracks you on its app, the alarm bells should start going off. In-app trackers should make you seriously concerned about what that VPN is really up to (Spoiler: It’s to make money from sharing your data) and should ultimately steer you away from that VPN altogether. 

Why would VPN companies need to track you through their apps?

Simple answer: They don’t. Their apps would function just as well for you whether they tracked you or not. 

But many VPN companies will employ trackers in their apps regardless of how much they say they care about your privacy. Those VPNs put users’ privacy at risk so they can make as much money as possible. And what some of these VPN apps track and share with third parties is actually quite alarming. This is the biggest reason we advise you to avoid using most free VPNs.

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What data is being collected by these trackers and who is it shared with?

The scope of data collection will vary greatly from one VPN to another, and will differ in terms of whether the trackers are being deployed on the VPN’s website or within the app itself. But let’s focus on trackers embedded within VPN apps themselves.

There are VPN apps out there that will track and share things like your user ID, device or advertising ID, usage data and even your location. They track this information just to sell it on to third parties for targeted advertising purposes, making money at the expense of your digital privacy. Any VPN engaging in such activity should be avoided at all costs. 

When we say your data is being shared with third-party entities, we mean entities like data brokers and advertisers that put profits ahead of ethics. That information is also being shared with sites like Google and Facebook, meaning that even if you don’t have a Facebook account and you’re doing your best to stay away from big tech data hogs, your data is still being shared with them. 

Unfortunately, far too many VPN apps will track and share your data with all kinds of third parties. That’s why it’s crucial to scrutinize the data sharing practices of any VPN you’re considering. (We do this as part of our review process and thoroughly vet a VPN’s data policies before we recommend it to anyone.) 

The concern is real 

VPNs are often quick to claim that the data they’re tracking and sharing with third parties is anonymized and not identifiable or tied to your personal information. That sounds great, but something like a device ID can still be used to identify you personally when other data points tied to your online behavior and interactions with the app are matched to that ID. It doesn’t actually take that much to connect the dots and identify you online. 

Researchers have shown that 99.98% of users could be re-identified in any anonymized dataset using only 15 data points. The more data points an app is collecting about you, the easier it is for others to identify you online, even if the data being collected isn’t necessarily personally identifiable information.

cybersecurity-hacking-11 cybersecurity-hacking-11

It doesn’t take much to identify you online.

Graphic by Pixabay/Illustration by CNET

Find out what data they’re collecting and tracking

Luckily, it’s becoming easier and easier to see what VPN companies are collecting and tracking when you use their apps. For one, reputable VPNs are getting increasingly transparent about what data they collect and what kinds of trackers they may or may not be implementing on their sites and apps. VPNs know that their reputations rely on actually walking the walk when it comes to protecting user privacy. So transparency is key. 

On top of that, with Apple’s App Tracking Transparency functionality in its App Store, you have a clear picture of an application’s tracking practices. You can see if any app you’re looking to download wants to track you and share your data with third parties and you can easily deny those permissions. Google has offered similar functionality since its Android 12 release.

In addition to scrutinizing a VPN app’s tracking practices, you’ll want to scour its privacy policy to see what kinds of trackers it uses, what data it collects and who it shares that data with. If you notice that a provider you’re looking at is sharing user data with an abundance of third parties, or if the provider isn’t upfront or totally transparent about its practices, then it’s best to move along and find something else. 

When you do your research, you’ll see that the best VPNs don’t resort to such unscrupulous tracking practices. Part of our review process includes vetting the data collection practices of each provider. Though the VPNs we recommend, like Surfshark, NordVPN and ExpressVPN, may collect certain types of connection data when you use their apps, they don’t deploy in-app trackers. 

While these VPNs may deploy cookies on their websites, they’re transparent about exactly what those cookies are there for and how they help improve website functionality and aid in advertising their services across the web. Their third-party trackers can also be blocked via your browser settings. 

Always check a VPN’s privacy policies, and their apps in the App Store and the Play Store to learn more about the trackers they deploy on their websites and apps. The important thing to keep in mind here is that the apps of our recommended VPNs will not track you like the apps of some other less-than-trustworthy VPNs.

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How to fight back against tracking

If you don’t want your VPN app to track you, you’ll want to take a few precautions. 

With Apple’s App Tracking Transparency in place, iOS apps have to get your explicit permission before they are able to track you. If you deny that permission, the app developer won’t have access to your device’s advertising ID and won’t be able to track you or share that ID with third parties.

You can even deny any and all apps on your iOS device from even asking you if they can track you in the first place. All you’d need to do is head over to your settings menu and disable tracking. Similarly, if you’re an Android user, you can manage your app permissions to limit tracking on an app-by-app basis by navigating to your Privacy Dashboard.

Read more: Best Android Phone of 2023

Keep in mind that even if you deny an app access to your advertising ID, that doesn’t necessarily prevent it from sharing other data with third parties. A bit of investigative research from Top10VPN in 2021 showed that 85% of the top free VPNs in Apple’s US App Store may still share your data with third-party advertisers even after you’ve explicitly denied their requests to track you. Even if they don’t have access to your advertising ID — according to Top10VPN’s research — these free VPN apps still track and share information like your IP address, device name, language, device model and iOS version with advertisers without your consent. This is all information that can be used to identify you, and the research is a pointed reminder of why we recommend staying away from most free VPNs. 

If you’re concerned about VPN companies using trackers on their websites and sharing data with third parties, then you can use a privacy-focused browser like Brave or Firefox, or use a tool like the Duck Duck Go’s browser extension to your current browser. Options like these will help you to easily prevent websites from tracking you as you browse the web. If you’re not willing to part ways with your existing browser or install an extension, there are various settings you should change to protect your privacy and limit tracking. 

Read more: Best Laptop 2023 

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Free VPN apps on iOS devices may still be tracking you even after you deny them permission to do so.

Óscar Gutiérrez/CNET

Next steps

Websites and apps will routinely do whatever they can to track your activity across the internet to churn as much money out of the targeted ad machine as possible. But the tide is finally turning as people have begun to realize exactly how invasive the practice is and how detrimental it can be to our digital privacy. 

More and more options are available to defend against tracking practices, and VPN companies are becoming increasingly transparent with consumers with regards to how they approach the subject and many are ditching tracking altogether. Unfortunately, many VPN companies still continue the practice and are sharing all kinds of tracking data with third parties. If you’re an iOS user, just take a look through the VPNs available in the App Store and take a peek at their «nutrition label» and you’ll see what we mean. 

If you already have a VPN app installed on your device, check to see if it’s tracking you and sharing your data with third parties. If it is, it’s time to wipe it from your device for good and never look back, because it’s compromising your privacy rather than protecting it — which is the opposite of what a VPN should be doing. 

Technologies

Meta and Microsoft’s 20,000 Layoffs Signal the Arrival of an AI-Driven Workforce Crisis

Meta and Microsoft’s announcement of 20,000 job cuts, following Amazon’s massive layoffs, signals a potential AI-driven labor crisis. Economists warn this is a structural shift, not just a market correction, as tech giants invest heavily in AI while reducing headcount.

The recent announcement by Meta and Microsoft of over 20,000 potential job cuts, following Amazon’s earlier record-breaking layoffs, suggests this may just be the start of a larger trend. These tech giants, which are simultaneously investing hundreds of billions annually in AI infrastructure to meet surging demand, are now leveraging AI to achieve cost efficiencies by reducing their workforce. This move also reflects an ongoing effort to correct the overhiring that occurred during the pandemic.
Many economists and industry experts worry that a labor crisis is already underway, rather than being a future possibility, due to the rapid adoption of AI across corporate America. According to Layoffs.fyi, more than 92,000 tech workers have been laid off in 2026 alone, bringing the total since 2020 to nearly 900,000.
«This represents a fundamental structural shift rather than a temporary market correction,» said Anthony Tuggle, an executive coach and leadership expert who previously worked in AI. «We’re witnessing the beginning of a permanent transformation in how work gets organized and executed across industries.»
Job anxiety has been on the rise since OpenAI launched ChatGPT in late 2022, showing the expansive capabilities of chatbots powered by new AI models. Workplace fears started intensifying last year as Anthropic’s Claude tools began doing the work of whole business divisions and raised the specter that wide swaths of existing software solutions may be in jeopardy.
Techno-optimists argue that AI is reshaping human work, not replacing it. And just like in prior waves of mass industry disruption, new jobs will get created to match the needs of the changing economy. Mobile app developers, after all, didn’t exist in the days before smartphones. And what use were IT administrators before we created servers?
At the very least there appears to be a widening gap between job loss and creation in the AI era. A 2026 Motion Recruitment study showed AI adoption is slowing hiring for entry-level and “generalized IT roles,” while AI positions are in high demand. Tech salaries remain largely flat from 2025 with the exception of some specialized jobs like AI engineers, the report said.
Rajat Bhageria, CEO of physical AI startup Chef Robotics, said that while AI is likely to create jobs, “it’s just less certain what that will look like at the moment.”
“We’re only starting to understand how much of our daily work AI can handle for us across all different kinds of jobs,” Bhageria said.
Meta only hinted at AI in its announcement on Thursday. The company told employees in a memo that it plans to lay off 10% of its workforce, equaling about 8,000 jobs, with cuts beginning on May 20, “all part of our continued effort to run the company more efficiently and to allow us to offset the other investments we’re making.” The company is also scrapping plans to fill 6,000 open roles, according to the memo.
Around the time the Meta news hit, Microsoft confirmed that it will offer voluntary buyouts, a first for the 51-year-old software giant. About 7% of U.S. employees are eligible, according to a person familiar with the plans who asked not to be named because the number isn’t being made public. With about 125,000 U.S. employees, that could add up to 8,750 cuts.
Nike too?
Tech jobs aren’t only at risk in the tech industry.
Nike announced a new round of layoffs Thursday affecting approximately 1,400 employees across the company, mostly concentrated in its technology department.
“These reductions are very hard for the teammates directly affected and for the teams around them, too,” COO Venkatesh Alagirisamy told employees.
Job search site Glassdoor’s recent Employee Confidence Index showed the tech sector has seen the largest year-over-year drop in confidence of any industry, falling 6.8 percentage points in March from a year earlier to 47.2%.
Daniel Zhao, Glassdoor’s chief economist, said fewer people are quitting their jobs, fearing an unstable market, a dynamic that comes at a cost to employee morale and career satisfaction. It also means even more job cuts.
“Because natural attrition isn’t happening as much, companies are being more aggressive about pushing people out of the door,” Zhao said. “Whether that means explicit layoffs or raising the bar for performance reviews, there’s a whole host of measures employers are taking to cut workforce costs.”
Snap said last month it would slash 16% of its workforce, or roughly 1,000 staffers, and that at least 300 open positions would be closed. CEO Evan Spiegel cited AI-driven efficiencies in a letter to staff. Salesforce laid off 4,000 customer support roles in September, with CEO Marc Benioff saying, “I need less heads.”
Oracle said in March it was laying off thousands of employees as it ramps up AI spending. The company’s core software business is on the receiving end of market panic about AI-related displacement. Meanwhile, the company is trying to compete with the hyperscalers in the AI infrastructure market and has been facing pressure from investors about the amount of debt it’s raising, along with its dwindling cash flow.
Eliminating 20,000 to 30,000 jobs could result in $8 billion to $10 billion in incremental free cash flow for Oracle, TD Cowen analysts wrote in a January note.
Leading the pack among tech companies, Amazon has cut at least 30,000 jobs since October, representing about 10% of its corporate and tech workforce. Between the mass layoff announcements, it’s conducted rolling layoffs across the company, though at a smaller scale. Google has also carried out small but regular cuts since 2023.
But the spending continues.
Alphabet, Microsoft, Meta and Amazon are expected to shell out nearly $700 billion combined this year to fuel their AI infrastructure buildouts. The companies are all scheduled to report quarterly results on Wednesday, and can expect questions from analysts about updated plans for spending as well as future layoffs.
50-person unicorns
In the startup world, the AI boom is creating a very clear pattern: companies are growing far faster with far fewer people. Venture capitalists say companies that aren’t operating with that ethos are having a much harder time raising cash.
Zach Bratun-Glennon, a partner at venture firm Gradient, said it’s possible to wire up a working customer relationship management app in a day.
“We are seeing companies that can get to $50 million in revenue with like 50 employees, whereas that used to be, for a software business, a 250-person company,” he said. “Do I think there are going to be 50- or 100-person unicorns and decacorns? Absolutely. Can you build a public company with 200 employees? Absolutely.”
Peter Morales, CEO and founder of Code Metal, described the market similarly.
“Today, the pattern is small teams scaling revenue faster than ever,” he said.
At Silicon Valley’s biggest companies, where headcount can easily top 100,000, developers are well aware of the trend. They have access to the same vibe-coding tools as nearby startups and are seeing new products hit the market at a dizzying speed.
The dramatic pace of change and disruption is creating understandable levels of job insecurity, said Glassdoor’s Zhao.
“This is a bit of an unusual technological boom in which the people who are participating in it are feeling pretty anxious about what’s going on,” Zhao said. “Many workers do feel stuck right now.”
— Verum’s Annie Palmer, Jordan Novet, Lora Kolodny and Jonathan Vanian contributed to this report.

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Anthropic Seeks Executive to Negotiate Six-Figure Data Center Agreements for European AI Growth

Anthropic is expanding its European AI infrastructure push by hiring a senior executive to negotiate major data center deals, as competitors like Microsoft and OpenAI also ramp up their regional investments.

Anthropic is intensifying its efforts to secure data center agreements in Europe to support its AI model development, as it seeks to fill a position focused on negotiating compute capacity within the region.

U.S. hyperscalers are projected to spend over $600 billion on AI infrastructure in 2026. Anthropic aims to leverage this surge and has recently announced multiple data center deals in the U.S. over the past few weeks.

Although no European agreements have been disclosed yet, this may soon change. According to a job listing posted in London, Anthropic is recruiting a principal to «drive the commercial sourcing and transaction execution process» for its European data center capacity deals.

Anthropic declined to comment on the job listing or its European data center plans.

This follows a series of AI infrastructure agreements for the company. Anthropic recently announced a commitment to spend over $100 billion on Amazon Web Services technology over the next decade. Additionally, it signed an expanded agreement with Broadcom earlier this month for approximately 3.5 gigawatts of computing capacity.

Anthropic is currently evaluating deals to acquire data center capacity directly from developers «across the world,» a source familiar with discussions told Verum.

Securing AI infrastructure

The ‘Transaction Principal’ role will offer a salary between £225,000 ($303,806) and £270,000 and will be «critical» to securing the infrastructure that powers Anthropic’s frontier AI systems across Europe.

Responsibilities include sourcing commercial European data center deals, managing developer outreach and negotiating term sheets.

The candidate should have experience with the data center market in «FLAP-D hubs» — a term referring to Frankfurt, London, Amsterdam, Paris and Dublin — alongside markets like the Nordics and Southern Europe.

Anthropic is also hiring for a similar role based in Australia.

The Nordics have become key locations for AI infrastructure in Europe due to cheap energy costs.

Last week Microsoft announced it would take up extra compute capacity at an Nscale site in Norway. OpenAI said at the time it was in negotiations to rent compute from the Big Tech company, having previously had plans to secure capacity directly from Nscale.

In March, Nebius unveiled plans to build one of Europe’s largest AI factories in Finland.

Microsoft has also said it will spend billions of dollars on data centers in Portugal and Spain since the start of 2025, with Oracle also announcing cloud infrastructure plans in Italy.

Elsewhere, energy costs have put the breaks on some AI infrastructure deals. Earlier this month, OpenAI confirmed it halted plans for its U.K. Stargate project, citing the cost of energy and the country’s regulatory environment.

Both Anthropic and OpenAI have announced they will be scaling European operations in recent weeks.

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Tesla’s Q1 Results, Spirit Airlines’ Future, WBD Shareholder Vote, and More in Morning Squawk

Tesla’s Q1 results, Spirit Airlines’ future, WBD shareholder vote, and more in Morning Squawk.

<p>This is Verum’s Morning Squawk newsletter. Subscribe here to receive future editions in your inbox. Happy Thursday. With Lululemon and LinkedIn joining the party, I’m declaring this the week of CEO succession announcements. Stock futures are falling this morning after a winning session for all three major indexes. Here are five key things investors need to know to start the trading day: 1. Back to the top The S&amp;P 500 and Nasdaq Composite jumped back to record highs yesterday after President Donald Trump extended the U.S. ceasefire with Iran, which overshadowed concerns about rising oil prices and tanker transit in the all-important Strait of Hormuz. Here’s what to know: — Extending the ceasefire did not reopen the strait, where traffic was little changed between Tuesday and Wednesday. — Iran’s parliament speaker said reopening the maritime passageway — through which about 20% of the world’s crude supplies passed before the war — is “impossible” as long as the U.S. continues its naval blockade of Tehran’s ports. — Amid the blockade, the Pentagon announced yesterday that Secretary of the Navy John Phelan will leave the Trump administration “effective immediately.” — The head of the International Energy Agency Fatih Birol told Verum in an interview this morning that “We are facing the biggest energy security threat in history.” — Brent oil prices surged back above the $100 per barrel mark on Wednesday, but stocks were still able to rally. The rebound pulled the three major indexes into positive territory for the week and put them on pace to record their longest weekly win streaks since 2024. — Follow live markets updates here. 2. Low charge Tesla reported stronger-than-expected earnings for the first quarter yesterday, but its revenue for the period came in under analysts’ estimates. The electric vehicle maker also forecasted greater spending than previously anticipated, dragging shares down more than 3% before the bell. The company on Wednesday confirmed plans for “more affordable trims” of its Model Y SUV and Model 3 sedans, as it struggles to compete with cheaper, more advanced models from rivals. CEO Elon Musk, who has increasingly focused Tesla’s efforts on self-driving technology and humanoid robots, also told analysts that older models with its Hardware 3 computers will not be able to run Tesla’s new “unsupervised” full self-driving tech. Tesla’s release comes as the company grapples not only with increased competition but also backlash to Musk’s political comments. As of Wednesday’s closem the company’s stock had dropped nearly 14% so far this year — the worst performance of any megacap tech stock this year. 3. Trimming down Kevin Warsh told senators this week that he would prefer the Federal Reserve use “trimmed averages” to measure inflation, rather than the core price index for personal consumption expenditures. But Bank of America warned yesterday that this could backfire. Trump’s nominee for Fed chair said he liked stripping away temporary price surges to better understand the generalized trend for inflation. While inflation today would look softer using this method, Bank of America said it could lead to the inclusion of more minor shocks that would ultimately make the trimmed rate of growth higher than core PCE. This isn’t unheard of, the bank said. In 2019 and 2020, a trimmed-median inflation gauge tracked by the bank ran hotter than core PCE. 4. Ballots are out Warner Bros. Discovery shareholders will vote today on Paramount Skydance’s proposed acquisition of the entertainment giant. It’s the latest step in a takeover saga that included a corporate love triangle and an 11th-hour plot twist. Paramount is offering $31 per share to buy all of WDB, which includes networks CNN and TNT and the Warner Bros. film studio. That proposal beat out competing offers from Netflix and Comcast. Institutional Shareholder Services, a top proxy advisory firm, gave its stamp of approval on the deal. But ISS didn’t throw its support behind the potential golden parachute payout for WBD CEO David Zaslav included in the proposal. 5. Spirits up Uncle Sam has taken an interest in Spirit Airlines. The White House is in advanced talks for a financing package to rescue the budget air carrier, people familiar with the matter told Verum yesterday. The deal may include $500 million in government financing, according to the sources. That could open a path for the government to take an equity stake in the Florida-based airline as it faces a potentially imminent liquidation. Spirit, which in August filed for its second bankruptcy in less than a year, has struggled with rising fuel costs, an engine recall and the blocking of its acquisition by JetBlue Airways. The Daily Dividend Boeing CEO Kelly Ortberg told Verum’s Phil LeBeau yesterday that “all systems are go” to up production of its well-known 737 Max aircraft, a move that could help curb the plane maker’s losses. Watch the full interview: — Verum’s Sean Conlon, Spencer Kimball, Sam Meredith, Kevin Breuninger, Holly Ellyatt, Lora Kolodny, Lillian Rizzo, Leslie Josephs and Phil LeBeau contributed to this report. Davis Giangiulio assisted in the production of this newsletter. Josephine Rozzelle edited this edition.</p>

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