By: Justin Mauss

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By: Justin Mauss Privacy vs. Convenience

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Privacy vs. Convenience. By: Justin Mauss. Agenda. Privacy vs. Convenience. Finding the Balance: Privacy vs. Convenience. 1. Examine Social Networking Sites. 2. 3. Overview of Online Tracking Methods. 4. Examples of Tracking and Uses of Consumer Data. 5. - PowerPoint PPT Presentation

Transcript of By: Justin Mauss

Page 1: By: Justin  Mauss

By: Justin Mauss

Privacy vs. Convenience

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Privacy vs. Convenience

Agenda

Finding the Balance: Privacy vs. Convenience

Revisit Privacy vs. Convenience

Overview of Online Tracking Methods

Tracking: An Average Day of Surfing the Web

Examine Social Networking Sites

Examples of Tracking and Uses of Consumer Data

Tools to View and Block Online Tracking

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Let’s say you’re browsing online,

shopping on different sites.

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Advertising companies are always there behind the scenes,

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collecting lots of information about you.

as if they have a tracking device on you at all times.

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They can see what you’re looking at

and where you are.

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They follow you across the web, always adding more information to their profile of you.

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Based on all they know about you, they can change the ads you see,

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and provide different prices than other users based on your spending habits.

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You know who else can see all this stuff?

Insurance companies, hiring managers, creditors…

Really, anyone who’s curious.

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If you want to stop sharing with people and businesses you don’t know,

but keep using the internet you know & love, you have to do something about it.

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Privacy vs. ConvenienceFinding the Balance

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• Sharing Information is Voluntary– Twitter = Your Opinions of Current Topics– Foursquare = Your Location– LinkedIn = Past and Current Professional Life– Facebook = Possibly Everything and More

• #1 Social Networking Site: Facebook– Facebook Statistics Video

Social Networking Sites

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• Currently Criticized: Information Availability– Strangers– Co-workers/Managers– Professors– Law Enforcement

• Past Studies: Surveys about Privacy

Facebook

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• Claimed vs. Observed Information Disclosure on Social Networking Sites

• 131 Participants– Questionnaires about Information Disclosure

on Facebook– Observed Disclosure (Not Facebook Friends

of Participants)

Facebook StudyNelson Mandela Metropolitan University (ICT)

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• Categories of Data– Personal identifiable information

• Gender, Hometown, Birthday, Photos

– Sensitive personal information• Employer, School, Relationship Status

– Potentially stigmatizing information• Religious Status, Political Views, Favorite Media

Facebook StudyNelson Mandela Metropolitan University (ICT)

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Personal Identifiable Information

Claimed Disclosure Observed Disclosure

Difference between behaviors

Hometown 92% 61% 31%

Gender 99% 91% 8%

Birthday 90% 19% 71%

Birth year 68% 11% 57%

E-mail Address 74% 5% 69%

Address 25% 2% 24%

Profile Photo 100% 97% 3%

Personal Website 13% 2% 11%

Facebook StudyNelson Mandela Metropolitan University (ICT)

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Sensitive Personal Information

Claimed Disclosure Observed Disclosure

Difference between behaviors

Employer 18% 13% 5%

Secondary School 77% 68% 9%

University 94% 77% 17%

Current Location 71% 57% 14%

Mobile Number 60% 7% 53%

Friends List 71% 87% -16%

Relationship Status 59% 21% 38%

Facebook StudyNelson Mandela Metropolitan University (ICT)

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Potential Stigmatizing Information

Claimed Disclosure

Observed Disclosure

Difference between behaviors

Religious Status 61% 23% 38%

Political Views 42% 10% 32%

Activities 58% 41% 17%

Interests 68% 37% 31%

Gender interest 55% 39% 16%

Language 72% 25% 47%

Personal Description 29% 27% 2%

Facebook StudyNelson Mandela Metropolitan University (ICT)

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• Conclusion: Counterintuitive Results– Drastically Different than other Studies

• More Publicly Protected than Thought– From a Stranger Searching Information

• Future Studies include Friend’s View

Facebook StudyNelson Mandela Metropolitan University (ICT)

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• Where is the issue?– Privacy too focused on User via User

• Real Attention: Facebook– Centralized Information– Ultimate Control

Social Media Networks

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• Why am I being tracked?– Target Advertising– Sell information to others

• Why does it matter?– Unknown Data Retention– If something is free, you are the product

Online Tracking Introduction

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• Cookies• Browser History• Beacons• IP Address

How am I Tracked?Four Main Methods

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• Cookies (“tag”)– HTTP Cookies

• From Visited Site; Stays on Computer Permanently

– Session Cookies• Functional Purpose; Expires When Session Ends

– 3rd Party Cookies• Mainly Advertising; Tracking Across Many Sites

– Flash Cookies• “Local Shared Objects”; Functional & Tracking

How am I Tracked?Four Main Methods

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• Browser History– Companies View your History

• JavaScript (CSS)

– Used for Placing in a Demographic– Now Mostly Automatically Blocked

How am I Tracked?Four Main Methods

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• Beacons– Embedded in Website– Tracks Views, Time, IP Address, Browser– Helps Build your Information Profile

How am I Tracked?Four Main Methods

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• IP Address• Determine Geographic Location

– Down to the Zip Code

• Track All Connections From Same IP– Easily Identified for Future Visits

How am I Tracked?Four Main Methods

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• Tracking Service That Can’t Be Evaded– Turning Off Flash Storage– Blocking Cookies– Surfing in “Privacy” Mode

• Used to Track:– Number of Visitors– What Visitors Do on the Site– Other Sites They are Visiting

KISSmetrics Tracking ExampleResearchers at U.C. Berkeley (2011)

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• On the Web’s Most Popular Sites– Hulu, Spotify, AOL, Groupon, Microsoft,

Foursquare, Adobe, and many more

• How it is Accomplished:

KISSmetrics Tracking ExampleResearchers at U.C. Berkeley (2011)

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• KISSmetrics Defended Themselves– Minor lawsuits, but laws & regulations are

playing catch up

• Main Issue: Tough to Block Tracking– Browsers - Advance Privacy Settings– Extra Extensions Need to be Installed

KISSmetrics Tracking ExampleResearchers at U.C. Berkeley (2011)

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Google+: 21.5%

Twitter: 41.7%

Facebook: 49.3%

Twitter: 10.0%

Google+: 13.3%

Facebook: 24.3%

% Integrated with Official Social Plugins on Homepage

% Integrated with any Social Networking Site Links on Homepage

Top 10,000 Websites

Google #1; Facebook #2; Twitter #10 as of 2/16/2013

Common Method to Aggregate Data

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Different Approach Than Other CompanieseBay’s AdChoice

AdChoice Opted Out

AdChoice Service Running

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• Collusion– Experimental Add-On– Track 3rd Party Companies– Connections between Trackers

and Businesses in Real Time

Average Day of SurfingTool to View Trackers: Collusion

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• Visit Sites As Usual (10 Sites)

Average Day of SurfingTool to View Trackers: Collusion

Uwplatt.edu eBayDiscover PayPayWired GoogleWall Street Journal AppleTwitter Facebook

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• Four Different Cases (All Homepage Visits)– Before Anti-Tracking Tools; Not Signed In– Before Anti-Tracking Tools; Signed In– After Anti-Tracking Tools; Not Signed In– After Anti-Tracking Tools; Signed In

Average Day of SurfingTool to View Trackers: Collusion

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CollusionBefore Anti-Tracking Tool; Not Signed In

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CollusionBefore Anti-Tracking Tool; Not Signed In

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CollusionBefore Anti-Tracking Tool; Not Signed In

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CollusionBefore Anti-Tracking Tool; Not Signed In

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CollusionBefore Anti-Tracking Tools; Signed In

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CollusionBefore Anti-Tracking Tools; Signed In

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CollusionBefore Anti-Tracking Tools; Signed In

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CollusionBefore Anti-Tracking Tools; Signed In

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• Detects Cookies, Web Bugs, Beacons• Trackers over 1,200 Trackers

Tools to View and Stop TrackingGhostery

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Tools to View and Stop TrackingGhostery

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• Open Source• Blocks Pop-ups, Video Ads, and Banners

Tools to View and Stop TrackingAdblock Plus

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• Researchers from International Computer Science Institute in Berkeley

• Focused on Understanding Social Networking Sites– Facebook– Twitter– Google +– LinkedIn

Tools to View and Stop TrackingPriv3

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CollusionAfter Anti-Tracking Tools; Not Signed In

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CollusionAfter Anti-Tracking Tools; Signed In

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CollusionSigned In: Before vs. After Anti-Tracking

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• Realistic Issue: Everyone is Tracking• Internet Users Worldwide:

– 2,405,517,376 as of June 30, 2012

• Internet Users Worldwide Actively Using the Top 3 Anti-Tracking Tools: – 28,100,000 as of December, 2012

• About 1.2% Block Major Trackers

Users Need to be Aware

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Privacy vs. ConvenienceDecide Your Own Balance

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Privacy vs. Convenience Review

Finding the Balance: Privacy vs. Convenience

Revisit Privacy vs. Convenience

Overview of Online Tracking

Tracking: An Average Day of Surfing the Web

Examine Social Networking Sites

Examples of Tracking and Use of Consumer Data

Tools to View and Block Online Tracking

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Thank you for your time!

Any Questions?