Network Analysis of Third Party Tracking: User Exposure to Tracking Cookies through Search

  title={Network Analysis of Third Party Tracking: User Exposure to Tracking Cookies through Search},
  author={Richard H Gomer and Eduarda Mendes Rodrigues and Natasa Milic-Frayling and Monica M. C. Schraefel},
  journal={2013 IEEE/WIC/ACM International Joint Conferences on Web Intelligence (WI) and Intelligent Agent Technologies (IAT)},
Internet advertisers reach millions of customers through practices that real time tracking of users' online activities. The tracking is conducted by third party ad services engaged by the Web sites to facilitate marketing campaigns. Previous research has investigated tracking practices and tracking agencies associated with popular Web sites. Here we investigate the network properties of the third party referral structures that facilitate gathering of user information for the delivery of… CONTINUE READING
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