Major websites are moving to limit the spread of tracking tools — like cookies — to keep data about visitors for themselves and avoid privacy risks, The Wall Street Journal reports.

Some sites have stopped using companies that use tracking tools, which sometimes are on the site without the web publisher’s knowledge.

There are also publishers who “worry they are missing out on an opportunity, since others are profiting by selling data about the sites’ users for ad-targeting purposes,” according to the report.

A study by Krux Digital Inc. found that more than half of all companies collecting data on a website also brought in other companies to collect data as well.

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