The websites track individual customers, and compare it to usually purchasing behavior.
If you log in to check prices one day one, then return to check prices on day two the website will guess that you are back to buy the tickets, and increase the price.
Happened when my parents were buying tickets to visit me, they got hit with a 30% price increase.
I ordered the tickets for them, from a new IP in a different country on a machine that had not searched for over a year, and I got the original price.
I guess they are also training people to believe that the prices will always get more expensive, forming the habbit of accepting the first offer and not shop around.
Due to this I will always use Skyscanner for getting a feeling off which days to fly and what prices, and only go to the airlines page when the decision is made.
I’m also a fan of using a combination of VPN, incognito mode and not signing up with a customer account when buying tickets.
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