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WhoTracks .Me: Shedding light on the opaque world of online tracking

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 Added by Arjaldo Karaj
 Publication date 2018
and research's language is English




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Online tracking has become of increasing concern in recent years, however our understanding of its extent to date has been limited to snapshots from web crawls. Previous at-tempts to measure the tracking ecosystem, have been done using instrumented measurement platforms, which are not able to accurately capture how people interact with the web. In this work we present a method for the measurement of tracking in the web through a browser extension, as well as a method for the aggregation and collection of this information which protects the privacy of participants. We deployed this extension to more than 5 million users, enabling measurement across multiple countries, ISPs and browser configurations, to give an accurate picture of real-world tracking. The result is the largest and longest measurement of online tracking to date based on real users, covering 1.5 billion page loads gathered over 12 months. The data, detailing tracking behaviour over a year, is made publicly available to help drive transparency around online tracking practices.



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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.
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