It’s a common occurrence – you search for something online, and suddenly your spouse starts seeing ads for the same items on their devices and social media feeds. This can be surprising, frustrating, or even feel like an invasion of privacy. However, there are logical reasons that explain why this happens.
How Online Tracking Works
The main reason a spouse may see ads based on the other’s browsing is due to online tracking and targeted advertising. Here’s a quick explanation of how this works:
- Web browsers, search engines, and sites use cookies and other tracking methods to monitor your online activities.
- This data is used to build profiles about users’ interests and behaviors.
- These profiles allow advertisers to target ads specific to each user.
- Ads are delivered across sites and devices linked to your profile.
So even if your spouse never searches for or clicks on something themselves, ads may follow them if their profile indicates an interest based on your activity while logged into your shared devices or accounts.
Factors That Lead to Shared Ads
There are several factors that can result in a spouse receiving ads based on the other’s browsing history:
Using Shared Devices
If spouses share devices like home computers or laptops, the browsing history and online activities conducted on that device will affect ads seen by both users. The device itself becomes linked to certain interests and behaviors.
Accessing Shared Accounts
Accounts like Netflix, Amazon, or social media that are accessed by both spouses will also lead to interconnected advertising. The account profile again reflects combined interests.
Use of the Same IP Address
Family members behind the same WiFi network and IP address can inadvertently link online activities. Sites assume household members share interests.
Basic Demographic Targeting
Even without other linking factors, advertisers may target users based on demographics like age, gender, location, household income, and more. Spouses are likely to share many traits, leading to similar ad targeting.
Surveillance of Browsing Histories
Some tech-savvy spouses may intentionally monitor each other’s web browsing and search histories. They can then manually click on ads related to those searches to trigger more in the future.
How Device Settings Impact Shared Ads
Certain device settings and account configurations can either exacerbate or help prevent a spouse from seeing ads based on the other’s browsing history.
| Setting | Impact on Shared Ads |
|---|---|
| Shared laptop user accounts | Increases shared ads |
| Unique laptop user accounts | Reduces shared ads |
| Private browsing mode | Limits tracking for that session |
| Cookie controls and ad settings | Gives users more control over ad targeting |
| Using a VPN | Changes public IP address to limit household linking |
| Unique logins for shared accounts | Separates ad targeting for each user |
As this table shows, using separate accounts and profiles as much as possible limits the sharing of ad data between spouses’ online activities.
Clearing Cookies and Cache
One simple step that can help minimize shared ads is for each spouse to periodically clear their cookies and browsing cache from their devices. This resets online trackers and clears browsing history data used for ad targeting. Just keep in mind it’s a temporary fix as tracking will begin accumulating again as soon as browsing resumes.
Using an Ad Blocker
Installing an ad blocker like uBlock Origin can prevent ads from being served based on online profiles. However, this also blocks all ads, not just the ones felt to be intrusive, which hurts website publishers. Additionally, marketers continue collecting browsing data, it just won’t produce ads.
Asking Companies to Opt-Out of Ad Targeting
Most major tech companies and advertising platforms like Google and Facebook offer options to see why you are being targeted with certain ads and opt-out of interest-based ad tracking. Look for “Ad Settings” on their sites or accounts. This limits sharing of data between household members as well as outside companies.
Using Anonymous Browsing Modes
When searching for gifts, planning a surprise trip, or other activities you want to keep private from your spouse, use an anonymous browsing mode like Incognito on Chrome or Private Browsing on Firefox. This prevents the activity from being tracked to your profile and showing up as ads later. Close all windows when done for full privacy.
Limit Use of Shared Devices
One of the simplest ways to prevent a spouse from seeing your targeted ads is to minimize use of any shared devices as much as possible. The less activity conducted on a shared computer, tablet, etc., the less data they have to link you together. Use personal devices with separate accounts whenever feasible.
Talk to Your Spouse About Boundaries
If your spouse ends up feeling offended or concerned about ads resulting from your activity, have an open conversation about it. Explain how online tracking works, and discuss ways to establish boundaries like using different devices or accounts. Most importantly, offer transparency and reassurance around your online behaviors.
Is it Unethical for Spouses to Receive Shared Ads?
While a spouse receiving ads about the other’s browsing may feel like an invasion of privacy, it is usually not unethical or illegal. Companies have legitimate interest in marketing based on household demographics and online behaviors. However, certain actions could be considered unethical:
- Intentionally monitoring a spouse’s browsing history without their consent
- Clicking on ads to spitefully trigger more of a certain type of ad
- Using shared ad data to make inappropriate assumptions about a spouse’s activities
Partners should talk through these concerns openly, clarify intentions behind any questionable online activities, and take steps to increase privacy as needed. If ads create relationship issues or reveal information you want to keep private, take proactive measures to prevent your online activities from being linked going forward.
Conclusion
Receiving targeted ads based on a spouse’s web browsing and search history is often just an innocent byproduct of modern data collection and advertising systems. While it can feel disconcerting, in most cases it is not a malicious or unethical practice. There are many straightforward ways to minimize this ad crossover between partners such as using separate accounts and devices. Increased communication about privacy expectations and online behaviors can also help couples thoughtfully navigate this modern issue of interconnected advertising.