Diffusion of User Tracking Data in the Online Advertising Ecosystem

@article{Bashir2018DiffusionOU,
  title={Diffusion of User Tracking Data in the Online Advertising Ecosystem},
  author={Muhammad Ahmad Bashir and Christo Wilson},
  journal={Proceedings on Privacy Enhancing Technologies},
  year={2018},
  volume={2018},
  pages={103 - 85}
}
Abstract Advertising and Analytics (A&A) companies have started collaborating more closely with one another due to the shift in the online advertising industry towards Real Time Bidding (RTB. [...] Key Result We also evaluate the effectiveness of blocking strategies (e.g., AdBlock Plus), and find that major A&A companies still observe 40–90% of user impressions, depending on the blocking strategy.Expand
Inferring Tracker-Advertiser Relationships in the Online Advertising Ecosystem using Header Bidding
TLDR
Kashf is introduced: a novel method to infer data sharing relationships between advertisers and trackers by studying how an advertiser’s bidding behavior changes as the authors manipulate the presence of trackers. Expand
Inferring Tracker-Advertiser Relationships in the Online Advertising Ecosystem using Header Bidding
TLDR
This paper introduces KASHF: a novel method to infer data sharing relationships between advertisers and trackers by studying how an advertiser's bidding behavior changes as the authors manipulate the presence of trackers. Expand
Wide-AdGraph: Detecting Ad Trackers with a Wide Dependency Chain Graph
TLDR
This work seeks to simplify the update of these filter lists by combining different websites through a large-scale graph connecting all resource requests made over a large set of sites, and sheds light on the ecosystem of third-party tracking and advertising. Expand
Web Privacy Measurement in Real-Time Bidding Systems. A Graph-Based Approach to RTB System Classification
TLDR
It transpires that the interconnection between partners in an RTB network is caused by the data flows of the companies themselves due to their specializations in ad technology, and a Graph-Based Methodological Approach (GBMA) controls the situation of differences in consent implementations in European countries. Expand
Measuring the Impact of the GDPR on Data Sharing in Ad Networks
TLDR
This paper focuses on the underlying information sharing networks between online advertising companies in terms of client-side cookie syncing and shows that the number of ID syncing connections decreased around the time the GDPR went into effect, but a long-term analysis shows a slight rebound. Expand
A Calculus of Tracking: Theory and Practice
TLDR
A novel formal model is proposed that describes the foundations on which the visible process of data sharing behaves in terms of the network configurations of the Internet and shows that the calculus, based on a fragment of intuitionistic logic, is tractable and constructive. Expand
Quantity vs. Quality: Evaluating User Interest Profiles Using Ad Preference Managers
TLDR
This study recruited 220 participants to install an IRB approved browser extension that collected their interest profiles from four APMs, as well as behavioral and survey data, to analyze the size and correctness of interest profiles, compare their composition across the four platforms, and investigate the origins of the data underlying these profiles. Expand
Clash of the Trackers: Measuring the Evolution of the Online Tracking Ecosystem
TLDR
This paper analyzes the online ecosystem of 3rd-parties embedded in top websites which amass the majority of online tracking through 6 time snapshots taken every few months apart, in the duration of the last 2 years. Expand
Auditing, Measuring, and Bringing Transparency to Social Media Advertising Ecosystems. (Audit, mesure et transparence des écosystèmes de publicité sur les réseaux sociaux)
TLDR
A browser extension is built, AdAnalyst, which collects the ads that users see in Facebook and the explanations that it provides to them, and in return it provides them with aggregated statistics about the ads they receive, and a collaborative method is developed that allows us to infer why a user has been targeted with ads on Facebook, by looking at the characteristics of users that received the same ad. Expand
No More Chasing Waterfalls: A Measurement Study of the Header Bidding Ad-Ecosystem
TLDR
This work design and implement HBDetector: a novel methodology to detect HB auctions on a website at realtime, which finds that 14.28% of top websites utilize HB, and publishers prefer to collaborate with a few Demand Partners who also dominate the waterfall market. Expand
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 65 REFERENCES
Network Analysis of Third Party Tracking: User Exposure to Tracking Cookies through Search
TLDR
This work investigates the network properties of the third party referral structures that facilitate gathering of user information for the delivery of personalized ads and implies a high-level global and local efficiency in spreading the user information and delivering targeted ads. Expand
Best paper -- Follow the money: understanding economics of online aggregation and advertising
TLDR
A simple model is developed that captures the various parameters of today's advertising revenues, whose values are estimated via the traces and shows that per aggregator revenue is skewed, while the contribution of users to advertising revenue is much less skewed. Expand
Challenges in measuring online advertising systems
TLDR
A first principled look at measurement methodologies for ad networks is taken, which proposes new metrics that are robust to the high levels of noise inherent in ad distribution, identifies measurement pitfalls and artifacts, and provides mitigation strategies. Expand
Adscape: harvesting and analyzing online display ads
TLDR
A first-of-its-kind study that seeks to broadly understand the features, mechanisms and dynamics of display advertising on the web - i.e., the Adscape - from the perspective of users who are the targets of display ads shown on web sites. Expand
Selling Off Privacy at Auction
TLDR
A privacy analysis of CM and RTB is performed and it is shown that users with known Web browsing history are evaluated higher than new comers, that some user profiles are more valuable than others, and that users' intents are sold at higher prices than users' Web browsing histories. Expand
Tracing Information Flows Between Ad Exchanges Using Retargeted Ads
TLDR
A methodology that is able to detect client- and server-side flows of information between arbitrary ad exchanges is developed and leveraged to give users more control over what kind of ads they see and how their information is shared between ad exchanges. Expand
Privacy diffusion on the web: a longitudinal perspective
TLDR
This paper reports on a longitudinal study consisting of multiple snapshots of an examination of the diffusion of private information for users as they visit various Web sites triggering data gathering aggregation by third parties. Expand
Annoyed Users: Ads and Ad-Block Usage in the Wild
TLDR
This work shows how to leverage the functionality of AdBlock Plus, one of the most popular ad-blockers to identify ad traffic from passive network measurements, and characterizes ad-traffic in the wild, i.e., as seen in a residential broadband network of a major European ISP. Expand
AdReveal: improving transparency into online targeted advertising
TLDR
AdReveal, a practical measurement and analysis framework, provides a first look at the prevalence of different ad targeting mechanisms and designs and implements a browser based tool that provides detailed measurements of online display ads, and develops analysis techniques to characterize the contextual, behavioral and re-marketing based targeting mechanisms used by advertisers. Expand
The Dark Alleys of Madison Avenue: Understanding Malicious Advertisements
TLDR
This paper performs the first large-scale study of the safety of the advertisements that are encountered by the users on the Web, and analyzes to what extent users are exposed to malicious content through advertisements. Expand
...
1
2
3
4
5
...