Imagine you and a friend want matching T-shirts for an upcoming event. You’re shopping online and on the same website at the same time. But when you get to check out, you see a higher price than your friend has on their screen. You think it must be a glitch, but it’s not. This is what’s happening behind the scenes when companies track your online behavior to adjust what price they think you will pay for their products.
There is a name for this. It’s called surveillance pricing. Your personal data is turned into a price tag targeted just for you.
In a recent report, the Federal Trade Commission (FTC) confirmed surveillance pricing is happening, and explains just how far companies can go to use your information to get the highest price.
What Is Surveillance Pricing?
Surveillance pricing is when companies use your personal data to change the price of the goods or services you are shopping for online. This data can include where you live, what sites you visit, what you search for, what you click on, and even what devices you are using. They then use that information to set a price specifically for you.
This isn’t just about giving you a custom offer but instead charging you as much as they think you’ll pay.
The FTC’s report shows how companies rely on everything from your real-time location to your past shopping habits, and whether you left something in your online cart overnight to figure out how price-sensitive you might be. Some companies like ride-share apps may even use data about your cell phone battery life to determine what price you will be charged.
The more signals they collect, the more they can adjust prices without you even knowing.
Why Should You Care About Surveillance Pricing?
When shopping online, you probably assume the price you see is fair. But it might not be.
It can discriminate by targeting you by zip code, income level, or shopping behavior. Overall, surveillance pricing is just unfair.
Behind the Scenes of Surveillance Pricing
The FTC’s study highlights major players that act as data intermediaries. These companies help businesses track your habits and feed that data into algorithms that decide what price you should pay.
Again, the point is to charge you the most they think you will pay.
How Do You Fight Back Against Surveillance Pricing?
The best thing you can do is make it harder for companies to track you online in the first place.
One of the best tools for that is a virtual private network, or VPN. A VPN makes your data and online activity less visible.
How a VPN Helps Stop Surveillance Pricing
When you connect to a VPN, your internet traffic gets encrypted and routed through a secure server in another location. That means websites, data brokers, and even your internet service provider can’t easily trace your activity back to you.
When it comes to surveillance pricing, a VPN helps you by:
- Hiding your IP address and location, so it’s harder for pricing algorithms to adjust prices based on where you live.
- Encrypting your online activity keeps your browsing data private, so companies can’t easily build a profile of your shopping habits.
- Some VPNs help block trackers that follow you from site to site.
By shielding your location and online behavior, you make it harder for companies to gather the personal data they need to personalize the prices they want to charge you.
IdentityIQ offers industry-leading VPN and device protection tools that make sure your online activity stays private and secure.
Expert Advice on Why to Use a VPN
“A VPN is no longer optional but essential for online activity,” said cybersecurity and identity protection expert Michael Scheumack, chief innovation officer at IdentityIQ.
“A strong VPN isn’t just a privacy tool, it’s your shield against hackers, identity thieves, and others after your personal data. Protecting your data with a trusted VPN is one of the smartest moves you can make,” he said.
Scheumack continued, “Beyond security, a VPN is also a powerful defense against surveillance pricing. By hiding your IP address and encrypting your connection, a VPN helps prevent your online behavior from being profiled. For anyone shopping online, this added layer of privacy can help keep prices fair and your personal data safe.”
Why IdentityIQ VPN and Device Protection Are a Smart Choice
Not every VPN is built with privacy and security in mind. Some VPNs log your data, which completely defeats the purpose. That’s why it’s worth choosing a service that’s trusted and transparent.
IdentityIQ offers VPN along with a full suite of device protection tools that help keep you and your information safe. Here’s how IdentityIQ goes beyond a basic VPN:
- Unlimited encrypted traffic for up to 10 devices, so you’re able to protect more than just your computer.
- Complete online protection, so you are anonymous online.
- Safe online media streaming and downloads to keep you protected.
- No traffic logs, so your data isn’t stored.
- Protection available for Windows, macOS, Android, and iOS devices.
When you bundle IdentityIQ VPN with the full suite of identity theft protection services, you get powerful privacy plus credit and identity monitoring, fraud alerts, and expert identity theft restoration.
Click here to compare IdentityIQ protection plans with VPN.
Other Tips to Protect Yourself From Surveillance Pricing
A VPN is essential, but there are also simple shopping habits that can help protect you against surveillance pricing:
- When shopping online, shop in private or incognito mode to clear your cookies.
- Log out of your accounts when comparing prices online.
- Use multiple devices to check for price differences before purchasing.
- Clear your browser history regularly to erase tracking data.
- Be careful when clicking promotional links that can track your clicks.
- Opt out of or decline tracking cookies when prompted.
VPN Is the Solution for Surveillance Pricing
You don’t have to make it easy for companies to charge you more. A VPN gives you back control by making it harder for companies to watch your every click and location.
Bottom Line
Protect your data, your privacy, and your wallet with a VPN. IdentityIQ VPN and device protection tools are a smart and easy way to keep your information private, your devices secure, and your prices fair and free from surveillance pricing.
IdentityIQ protection is industry leading with IdentityIQ being named the most comprehensive identity theft protection service by Smartech Daily.
To get top identity theft protection plus a powerful VPN and device protection to help stop surveillance pricing, sign up for IdentityIQ identity theft protection today.
