Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf ·...
Transcript of Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf ·...
![Page 1: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/1.jpg)
![Page 2: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/2.jpg)
Third-Party Web TrackingTechnology, Policy, and Politics
stanford.edu/~jmayer
Jonathan Mayer
![Page 3: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/3.jpg)
Obligatory Disclaimers
bland
![Page 4: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/4.jpg)
Stanford Security LaboratoryX
![Page 5: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/5.jpg)
bland
This is not legal advice.
![Page 6: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/6.jpg)
History and Status Quo Tracking Methods Signaling Mechanisms Technical Countermeasures Government Intervention Privacy-Preserving Advertising
![Page 7: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/7.jpg)
Source: W3C1989
![Page 8: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/8.jpg)
World Wide Web The WorldWideWeb (W3) is a wide-area hypermedia information retrieval initiative aiming to give universal access to a large universe of documents. Everything there is online about W3 is linked directly or indirectly to this document, including an executive summary of the project, Mailing lists , Policy , November'sW3 news , Frequently Asked Questions .
What's out there? Pointers to the world's online information, subjects , W3 servers, etc. Help on the browser you are using Software Products A list of W3 project components and their current state. (e.g. Line Mode ,X11 Viola , NeXTStep , Servers , Tools , Mail robot , Library ) Technical Details of protocols, formats, program internals etc Bibliography Paper documentation on W3 and references. People A list of some people involved in the project. History A summary of the history of the project. How can I help ? If you would like to support the web.. Getting code Getting the code by anonymous FTP , etc.
Source: W3C1992
![Page 9: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/9.jpg)
<img>
<marquee>
<blink>
![Page 10: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/10.jpg)
That didn’t last long.
![Page 11: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/11.jpg)
1994
JavaScript
1995
Cookies
![Page 12: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/12.jpg)
“A user agent should make every attempt to prevent the sharing of session information between hosts that are in different domains.”
-IETF RFC 2109
1997
no
![Page 13: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/13.jpg)
1997
![Page 14: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/14.jpg)
Current Page
![Page 15: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/15.jpg)
![Page 16: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/16.jpg)
<img>
<script>
<iframe>
![Page 17: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/17.jpg)
GET http://advertising.com/ HTTP/1.1 Referer: http://news.com/ Cookie: id=12345
![Page 18: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/18.jpg)
User ID Time URL Page Title
12345 6/18/12 10:01am
http://foxnews.com/...
Why Liberals Hate America
12345 6/18/12 10:02am
http://youtube.com/...
Squirrels Waterskiing?!
. . .
![Page 19: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/19.jpg)
Browsing History
Financial Information
Health Information
Shopping History
. . .
![Page 20: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/20.jpg)
“it’s all anonymous”
![Page 21: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/21.jpg)
actually, it’s all pseudonymous
![Page 22: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/22.jpg)
present futurepast
![Page 23: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/23.jpg)
• social network or other first party
• intentional leakage
• unintentional leakage
• security exploit
• deanonymization
Source: Narayanan 2011
![Page 24: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/24.jpg)
1.Scorecard Research, 81 sites (44%)
2.Google Analytics, 78 sites (42%)
3.Quantcast, 63 sites (34%)
4.Google Advertising, 62 sites (34%)
5.Facebook, 45 sites (24%)
(signed up and interacted with 185 sites)
![Page 25: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/25.jpg)
![Page 26: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/26.jpg)
![Page 27: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/27.jpg)
bland
tracking |ˈtrakiNG|
noun 1 the collection of a user’s browsing history
![Page 28: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/28.jpg)
• sensitive, identifiable information • lack of transparency • lack of usable, effective controls • inadequate market incentives
![Page 29: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/29.jpg)
History and Status Quo Tracking Methods Signaling Mechanisms Technical Countermeasures Government Intervention Privacy-Preserving Advertising
![Page 30: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/30.jpg)
stateful tracking
stateless tracking
tagging
fingerprinting
![Page 31: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/31.jpg)
HTTP cookiesFlash Local Shared Objects
Silverlight Isolated Storage
content cache
HTTP ETags
window.nameIE userData
HTML5 session/local/global/database storage
TLS session ID & resume
HTTP authentication
browsing history
HTML5 protocol & content handlers
HTTP STS
DNS cacheSource: [Aggrawal10]
![Page 32: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/32.jpg)
link
this is blue
![Page 33: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/33.jpg)
link
this is purple
![Page 34: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/34.jpg)
User-Agent
HTTP ACCEPT Headers
cookies enabled?
screen resolution
browser plug-ins
MIME support
installed fonts
browser add-ons
clock skewSources: [Eckersley10], [Mayer09]
![Page 35: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/35.jpg)
the technologies that make the web awesome are the very technologies that enable tracking
![Page 36: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/36.jpg)
Lots of empirical questions.
![Page 37: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/37.jpg)
Many Research Designs
1. build custom platform for experiment
2. run experiment
3. write paper
4. goto 1
![Page 38: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/38.jpg)
FourthParty Design
1. build one platform
2. collect as much data as possible
3. run many experiments
4. write many papers
5. ???
6. inform policymakers and the public
![Page 39: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/39.jpg)
SQLite
FourthParty Architecture
• easy to use • shared data, historical data • works with existing extensions (crawling and more) • multiplatform
![Page 40: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/40.jpg)
History and Status Quo Tracking Methods Signaling Mechanisms Technical Countermeasures Government Intervention Privacy-Preserving Advertising
![Page 41: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/41.jpg)
opt out
![Page 42: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/42.jpg)
THE NETWORK ADVERTISING INITIATIVE’SSELF-REGULATORY CODE OF CONDUCT
2008 NAI PRINCIPLES
≈75 companies
![Page 43: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/43.jpg)
• not comprehensive
• not all third-party trackers offer
• vast majority do not participate in NAI
• requires updating*
• can accidentally clear*
![Page 44: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/44.jpg)
AdChoices• 15x15 pixels • useless landing pageX10% with icon
5% with icon + text
![Page 45: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/45.jpg)
opt out
= Do Not Target Ads
DECEPTIVE
![Page 46: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/46.jpg)
Do Not Track
![Page 47: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/47.jpg)
• universal
• no updating
• one click
• in the browser
![Page 48: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/48.jpg)
HTTP header
![Page 49: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/49.jpg)
DNT: 1
![Page 50: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/50.jpg)
4+ 9+ 5.1+ 25+
![Page 51: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/51.jpg)
![Page 52: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/52.jpg)
![Page 53: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/53.jpg)
![Page 54: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/54.jpg)
![Page 55: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/55.jpg)
![Page 56: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/56.jpg)
![Page 57: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/57.jpg)
tens of millions of users
![Page 58: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/58.jpg)
≈25 third parties honor DNT
![Page 59: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/59.jpg)
Advertising industry White House pledge: Implement by end of 2012
![Page 60: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/60.jpg)
Negotiations for 2+ years, no agreement.
![Page 61: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/61.jpg)
Enforcing a Signaling Mechanism
![Page 62: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/62.jpg)
• observe suspicious behavior
• monitor ad distributions
Sources: [Jang10], [Guha10]
✓
![Page 63: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/63.jpg)
History and Status Quo Tracking Methods Signaling Mechanisms Technical Countermeasures Government Intervention Privacy-Preserving Advertising
![Page 64: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/64.jpg)
old view: privacy ≈ security
![Page 65: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/65.jpg)
anti-tracking technology
blocking
![Page 66: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/66.jpg)
![Page 67: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/67.jpg)
||forbes.com^*/track.!||fresh.techdirt.com^!||frstatic.net^*/tracking.js!||ft.com^*/ft-tracking.js!||ft.com^*/fttrack2.js!||ft.com^*/si-tracking.js!||g.msn.com^!||gamerevolution.com^*/gn_analytics.min.js!||gamesradar.com^*/clacking.js!||gametrailers.com/neo/stats/!||gamezone.com/?act=!||gamezone.com/site/linktracker.js!||geo.perezhilton.com^!||geo.yahoo.com^!||geoip.mlive.com^!||geoip.nola.com^!||geoiplookup.wikimedia.org^!||ghostery.com^*/clicky.js!||go.com/stat/!||goauto.com.au^*/ecblank.gif?!||godaddy.com/image.aspx?!||google.*/gwt/x/ts?!||google.*/stats?ev=!||google.com/lh/ajaxlog?!||google.com/uds/stats?!||greatschools.org/res/js/trackit.js!||guim.co.uk^*/sophusthree-tracking.js!||harrisbank.com^*/zig.js!||heraldm.com/tracker.tsp?!||hitcount.heraldm.com^!||holiday-rentals.co.uk/thirdparty/tag!||holiday-rentals.co.uk^*/hrtrackjs.gif?!||hostels.com/includes/lb.php?!||hostels.com/includes/thing.php?!||hostels.com/includes/vtracker.php?!
Source: Adblock Plus
![Page 68: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/68.jpg)
• not comprehensive
• requires updating
• breaks stuff
• requires user knowledge about providers
![Page 69: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/69.jpg)
“complete control over online tracking”-PrivacyChoice TrackerBlock
“completely removes all forms of tracking from the internet”-EasyPrivacy ABP Subscription
“helps users get good ads, without compromising personal privacy”-TRUSTe TPL
“blocks many . . . technologies that can track and profile you as you browse the Web . . . updated weekly”
-Abine TPL
![Page 70: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/70.jpg)
![Page 71: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/71.jpg)
(we can’t reasonably expect the average user to sort this out)
![Page 72: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/72.jpg)
new view: privacy ≠ security
![Page 73: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/73.jpg)
relaxed third-party cookie blocking
![Page 74: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/74.jpg)
![Page 75: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/75.jpg)
study: measuring browsers
![Page 76: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/76.jpg)
60k impressions 13 countries
![Page 77: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/77.jpg)
Result 1: Advertising Opt Out Usage (U.S.)
![Page 78: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/78.jpg)
AdChoices
![Page 79: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/79.jpg)
![Page 80: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/80.jpg)
Queried ≈175 advertising status mechanisms
![Page 81: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/81.jpg)
90.00%%
91.00%%
92.00%%
93.00%%
94.00%%
95.00%%
96.00%%
97.00%%
98.00%%
99.00%%
100.00%%
0%% ≤%10%% ≤%20%% ≤%30%% ≤%40%% ≤%50%% ≤%60%% ≤%70%% ≤%80%% ≤%90%% ≤%100%%
Cumula&ve)Share)of)Browsers)by)Propor&on)of)Opt)Outs)
![Page 82: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/82.jpg)
Q: revealed preference or usability?
![Page 83: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/83.jpg)
Result 2: Third-Party Cookie Blocking (U.S.)
![Page 84: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/84.jpg)
0.00%$10.00%$20.00%$30.00%$40.00%$50.00%$60.00%$70.00%$80.00%$90.00%$100.00%$
Chrome$ Firefox$ Internet$Explorer$
Third&Party+Cookie+Blocking+
![Page 85: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/85.jpg)
Supports the usability hypothesis
![Page 86: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/86.jpg)
Result 3: Do Not Track (U.S.)
![Page 87: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/87.jpg)
![Page 88: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/88.jpg)
![Page 89: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/89.jpg)
0.00%$
5.00%$
10.00%$
15.00%$
20.00%$
25.00%$
Firefox$5+$ Internet$Explorer$9+$
Do#Not#Track#
![Page 90: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/90.jpg)
Krux Digital 2012
![Page 91: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/91.jpg)
Supports the usability hypothesis
![Page 92: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/92.jpg)
History and Status Quo Tracking Methods Signaling Mechanisms Technical Countermeasures Government Intervention Privacy-Preserving Advertising
![Page 93: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/93.jpg)
• Draft legislation
• ePrivacy Directive • Article 29 Working Party opinions • Pending legislation
• PIPEDA
• FTC enforcement • FTC proposal • White House proposal • Pending legislation
![Page 94: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/94.jpg)
History and Status Quo Tracking Methods Signaling Mechanisms Technical Countermeasures Government Intervention Privacy-Preserving Advertising
![Page 95: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/95.jpg)
$ value
privacy
status quo
technical countermeasures, heavy-handed regulation
![Page 96: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/96.jpg)
$ value
privacy
![Page 97: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/97.jpg)
bland
![Page 98: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/98.jpg)
engineering conventions
bland
information asymmetries
implementation and switching costs
diminished private utility
inability to internalize
competition barriers
![Page 99: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/99.jpg)
bland
regulatory responses?
![Page 100: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/100.jpg)
History and Status Quo Signaling Mechanisms Technical Countermeasures Government Intervention Privacy-Preserving Advertising
![Page 102: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/102.jpg)
![Page 103: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/103.jpg)
Tracking Not RequiredPrivacy-Preserving Third-Party Web Services
![Page 104: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/104.jpg)
![Page 105: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/105.jpg)
Tell me about yourself...
![Page 106: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/106.jpg)
Do you come here often?
![Page 107: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/107.jpg)
1. client-side storage
![Page 108: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/108.jpg)
≈ 4 KB
> 5 MB
![Page 109: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/109.jpg)
(but domains, paths)
![Page 110: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/110.jpg)
![Page 111: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/111.jpg)
2. client-side logic
![Page 112: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/112.jpg)
JavaScript
![Page 113: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/113.jpg)
3. server-side preprocessing
![Page 114: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/114.jpg)
any web platform
![Page 115: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/115.jpg)
example: advertisement frequency capping
![Page 116: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/116.jpg)
today: ID cookies
![Page 117: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/117.jpg)
step 1: client-side storage
![Page 118: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/118.jpg)
Campaign CountCarCo
Toothpaste Unlimited ...
1 4 ...
Lasttoday
yesterday ...
“tell me everything”
![Page 119: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/119.jpg)
(gets unique very quickly)
![Page 120: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/120.jpg)
step 2: client-side secrecy
![Page 121: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/121.jpg)
Campaign CountCarCo
Toothpaste Unlimited ...
1 4 ...
Lasttoday
yesterday ...
“tell me about impressions”
![Page 122: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/122.jpg)
step 3: server-side preprocessing
![Page 123: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/123.jpg)
Campaign CountCarCo
Toothpaste Unlimited ...
1 4 ...
Lasttoday
yesterday ...
“tell me about impressions for these ads”
![Page 124: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/124.jpg)
step 4: client-side logic
![Page 125: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/125.jpg)
Campaign CountCarCo
Toothpaste Unlimited ...
1 4 ...
Lasttoday
yesterday ...
Campaign CapCarCo
Toothpaste Unlimited1 5
+
Campaign CappedCarCo
Toothpaste Unlimitedyes no
=
![Page 126: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/126.jpg)
“tell me whether these ads are capped”
![Page 127: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/127.jpg)
step 5: client-side logic
![Page 128: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/128.jpg)
Campaign CountCarCo
Toothpaste Unlimited ...
1 4 ...
Lasttoday
yesterday ...
+
=Campaign
Toothpaste Unlimited
Campaign CapCarCo
Toothpaste Unlimited1 5
Preference1 2
![Page 129: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/129.jpg)
“tell me my most preferred uncapped ad”
![Page 130: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/130.jpg)
state space = # of candidate campaigns
![Page 131: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/131.jpg)
Website Browser
• list of preference-ranked ads • arbitrary data
arbitrary computation
• list of ads to display
![Page 132: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/132.jpg)
• frequency capping • frequency targeting • behavioral targeting • retargeting
![Page 133: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/133.jpg)
example: advertising conversion measurement
![Page 134: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/134.jpg)
Campaign OriginCarCo
Toothpaste Unlimited ...
news.com sports.com
...
Timethis week last week
...
![Page 135: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/135.jpg)
social sharing widget personalization
![Page 136: Third-Party Web Tracking - Carnegie Mellon Universityece734/fall2014/lectures/11.Mayer.pdf · Third-Party Web Tracking Technology, Policy, and Politics jmayer@stanford.edu stanford.edu/~jmayer](https://reader034.fdocuments.net/reader034/viewer/2022051601/5ac89d927f8b9a51678c74be/html5/thumbnails/136.jpg)
URL Friendhttp://gothamnews.com/batman_strikes_again
...Bruce
...
Friend Photo
Alfred !
Bruce !
...
+