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Register a new userUser Tracking in the Post-cookie Era: How Websites Bypass GDPR Consent to Track Users
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Added by
Emmanouil Papadogiannakis
Publication date
2021
fields
Informatics Engineering
and research's language is
English
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During the past few years, mostly as a result of the GDPR and the CCPA, websites have started to present users with cookie consent banners. These banners are web forms where the users can state their preference and declare which cookies they would like to accept, if such option exists. Although requesting consent before storing any identifiable information is a good start towards respecting the user privacy, yet previous research has shown that websites do not always respect user choices. Furthermore, considering the ever decreasing reliance of trackers on cookies and actions browser vendors take by blocking or restricting third-party cookies, we anticipate a world where stateless tracking emerges, either because trackers or websites do not use cookies, or because users simply refuse to accept any. In this paper, we explore whether websites use more persistent and sophisticated forms of tracking in order to track users who said they do not want cookies. Such forms of tracking include first-party ID leaking, ID synchronization, and browser fingerprinting. Our results suggest that websites do use such modern forms of tracking even before users had the opportunity to register their choice with respect to cookies. To add insult to injury, when users choose to raise their voice and reject all cookies, user tracking only intensifies. As a result, users choices play very little role with respect to tracking: we measured that more than 75% of tracking activities happened before users had the opportunity to make a selection in the cookie consent banner, or when users chose to reject all cookies.
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Websites with hyper-partisan, left or right-leaning focus offer content that is typically biased towards the expectations of their target audience. Such content often polarizes users, who are repeatedly primed to specific (extreme) content, usually reflecting hard party lines on political and socio-economic topics. Though this polarization has been extensively studied with respect to content, it is still unknown how it associates with the online tracking experienced by browsing users, especially when they exhibit certain demographic characteristics. For example, it is unclear how such websites enable the ad-ecosystem to track users based on their gender or age. In this paper, we take a first step to shed light and measure such potential differences in tracking imposed on users when visiting specific party-lines websites. For this, we design and deploy a methodology to systematically probe such websites and measure differences in user tracking. This methodology allows us to create user personas with specific attributes like gender and age and automate their browsing behavior in a consistent and repeatable manner. Thus, we systematically study how personas are being tracked by these websites and their third parties, especially if they exhibit particular demographic properties. Overall, we test 9 personas on 556 hyper-partisan websites and find that right-leaning websites tend to track users more intensely than left-leaning, depending on user demographics, using both cookies and cookie synchronization methods and leading to more costly delivered ads.
Mobile devices enable users to retrieve information at any time and any place. Considering the occasional requirements and fragmentation usage pattern of mobile users, temporal recommendation techniques are proposed to improve the efficiency of information retrieval on mobile devices by means of accurately recommending items via learning temporal interests with short-term user interaction behaviors. However, the enforcement of privacy-preserving laws and regulations, such as GDPR, may overshadow the successful practice of temporal recommendation. The reason is that state-of-the-art recommendation systems require to gather and process the user data in centralized servers but the interaction behaviors data used for temporal recommendation are usually non-transactional data that are not allowed to gather without the explicit permission of users according to GDPR. As a result, if users do not permit services to gather their interaction behaviors data, the temporal recommendation fails to work. To realize the temporal recommendation in the post-GDPR era, this paper proposes $C^3DRec$, a cloud-client cooperative deep learning framework of mining interaction behaviors for recommendation while preserving user privacy. $C^3DRec$ constructs a global recommendation model on centralized servers using data collected before GDPR and fine-tunes the model directly on individual local devices using data collected after GDPR. We design two modes to accomplish the recommendation, i.e. pull mode where candidate items are pulled down onto the devices and fed into the local model to get recommended items, and push mode where the output of the local model is pushed onto the server and combined with candidate items to get recommended ones. Evaluation results show that $C^3DRec$ achieves comparable recommendation accuracy to the centralized approaches, with minimal privacy concern.
The UK government announced its first wave of lockdown easing on 10 May 2020, two months after the non-pharmaceutical measures to reduce the spread of COVID-19 were first introduced on 23 March 2020. Analysis of reported case rate data from Public Health England and aggregated and anonymised crowd level mobility data shows variability across local authorities in the UK. A locality-based approach to lockdown easing is needed, enabling local public health and associated health and social care services to rapidly respond to emerging hotspots of infection. National level data will hide an increasing heterogeneity of COVID-19 infections and mobility, and new ways of real-time data presentation to the public are required. Data sources (including mobile) allow for faster visualisation than more traditional data sources, and are part of a wider trend towards near real-time analysis of outbreaks needed for timely, targeted local public health interventions. Real time data visualisation may give early warnings of unusual levels of activity which warrant further investigation by local public health authorities.
Privacy dashboards and transparency tools help users review and manage the data collected about them online. Since 2016, Google has offered such a tool, My Activity, which allows users to review and delete their activity data from Google services. We conducted an online survey with $n = 153$ participants to understand if Googles My Activity, as an example of a privacy transparency tool, increases or decreases end-users concerns and benefits regarding data collection. While most participants were aware of Googles data collection, the volume and detail was surprising, but after exposure to My Activity, participants were significantly more likely to be both less concerned about data collection and to view data collection more beneficially. Only $25,%$ indicated that they would change any settings in the My Activity service or change any behaviors. This suggests that privacy transparency tools are quite beneficial for online services as they garner trust with their users and improve their perceptions without necessarily changing users behaviors. At the same time, though, it remains unclear if such transparency tools actually improve end user privacy by sufficiently assisting or motivating users to change or review data collection settings.
Mobile health applications that track activities, such as exercise, sleep, and diet, are becoming widely used. While these activity tracking applications have the potential to improve our health, user engagement and retention are critical factors for their success. However, long-term user engagement patterns in real-world activity tracking applications are not yet well understood. Here we study user engagement patterns within a mobile physical activity tracking application consisting of 115 million logged activities taken by over a million users over 31 months. Specifically, we show that over 75% of users return and re-engage with the application after prolonged periods of inactivity, no matter the duration of the inactivity. We find a surprising result that the re-engagement usage patterns resemble those of the start of the initial engagement period, rather than being a simple continuation of the end of the initial engagement period. This evidence points to a conceptual model of multiple lives of user engagement, extending the prevalent single life view of user activity. We demonstrate that these multiple lives occur because the users have a variety of different primary intents or goals for using the app. We find evidence for users being more likely to stop using the app once they achieved their primary intent or goal (e.g., weight loss). However, these users might return once their original intent resurfaces (e.g., wanting to lose newly gained weight). Based on insights developed in this work, including a marker of improved primary intent performance, our prediction models achieve 71% ROC AUC. Overall, our research has implications for modeling user re-engagement in health activity tracking applications and has consequences for how notifications, recommendations as well as gamification can be used to increase engagement.
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