When we visit a website, there are companies other than the service we are visiting who are collecting data about what we are doing and who we are. They track us online through embedded images and code in websites, known mostly as "cookies". Such companies are called "third party trackers". We can block online tracking by changing our browser settings and by installing various easy-to-install add-ons to our browser. In addition, the installation of various anonymity tools, such as Tor, makes it even more difficult for third party trackers to track and profile us.