Digital footprint

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Digital footprint or digital shadow refers to one's unique set of traceable digital activities, actions, contributions, and communications manifested on the Internet or digital devices.^[1][2][3][4] Digital footprints can be classified as either passive or active. The former is composed of a user's web-browsing activity and information stored as cookies. The latter is often released deliberately by a user to share information on websites or social media.^[5] While the term usually applies to a person, a digital footprint can also refer to a business, organization or corporation.^[6]

The use of a digital footprint has both positive and negative consequences. On one side, it is the subject of many privacy issues.^[7] For example, without an individual's authorization, strangers can piece together information about that individual by only using search engines. Corporations are also able to produce customized ads based on browsing history. On the other hand, others can reap the benefits by profiting off their digital footprint as social media influencers. Furthermore, employers use a candidate's digital footprint for online vetting and assessing fit due to its reduced cost and accessibility.^{[citation needed]} Between two equal candidates, a candidate with a positive digital footprint may have an advantage. As technology usage becomes more widespread, even children generate larger digital footprints with potential positive and negative consequences such as college admissions. Since it is hard not to have a digital footprint, it is in one's best interest to create a positive one.