  This articles surveys the existing literature on the methods currently used
by web services to track the user online as well as their purposes,
implications, and possible user's defenses. A significant majority of reviewed
articles and web resources are from years 2012-2014. Privacy seems to be the
Achilles' heel of today's web. Web services make continuous efforts to obtain
as much information as they can about the things we search, the sites we visit,
the people with who we contact, and the products we buy. Tracking is usually
performed for commercial purposes. We present 5 main groups of methods used for
user tracking, which are based on sessions, client storage, client cache,
fingerprinting, or yet other approaches. A special focus is placed on
mechanisms that use web caches, operational caches, and fingerprinting, as they
are usually very rich in terms of using various creative methodologies. We also
show how the users can be identified on the web and associated with their real
names, e-mail addresses, phone numbers, or even street addresses. We show why
tracking is being used and its possible implications for the users (price
discrimination, assessing financial credibility, determining insurance
coverage, government surveillance, and identity theft). For each of the
tracking methods, we present possible defenses. Apart from describing the
methods and tools used for keeping the personal data away from being tracked,
we also present several tools that were used for research purposes - their main
goal is to discover how and by which entity the users are being tracked on
their desktop computers or smartphones, provide this information to the users,
and visualize it in an accessible and easy to follow way. Finally, we present
the currently proposed future approaches to track the user and show that they
can potentially pose significant threats to the users' privacy.
