In a bid for new business that could also help improve the understanding of tracking tech online, Ghostery said Tuesday that it has begun offering its Trackermap tool to companies on an a la carte basis instead of only through annual subscriptions.
While consumers are increasingly curious about the tech that monitors their web use, the new monthly option is meant for publishers, programmatic players and ad tech vendors, said Ghostery CEO Scott Meyer.
"This is targeted to smaller ad tech players who need Trackermap on demand, but don't want to commit to an annual subscription," Mr. Meyer said. "If I'm someone who is selling ad tech this will enable me to see what's under the hood of any given website more clearly."
The tool can also help publishers discover tags on their sites that they didn't even know about, according to Marc Goldberg, chief revenue officer at Trust Metrics, a digital media quality ratings service for publishers and brands. "When you are a brand like Verizon, for example, and you are working with other third parties, Ghostery's Trackermap will give you the ability to see if those third parties are doing something else on your page," Mr. Goldberg added. "Retargeting is a big world in the media space and a lot of these ad tech providers are able to put pixels on a web page that don't belong there."
As part of the move, Ghostery is making Trackermap available as part of its eponymous ad-blocking browser extension, starting with the extension's new Firefox version. It will roll out to existing Ghostery versions for other browsers soon, according to the company.
In addition to Trackermap fees, Ghostery makes money by selling data on users of the browser extension who opt in to provide anonymized information on the websites they visit. Companies then use that data to audit their websites.