Online advertising: analysis of privacy threats and protection approaches

Online advertising, the pillar of the “free” content on the Web, has revolutionized the marketing business in recent years by creating a myriad of new opportunities for advertisers to reach potential customers. The current advertising model builds upon an intricate infrastructure composed of a variety of intermediary entities and technologies whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, processed and traded behind the scenes at an unprecedented rate. Despite the enormous value of online advertising, however, the intrusiveness and ubiquity of these practices prompt serious privacy concerns. This article surveys the online advertising infrastructure and its supporting technologies, and presents a thorough overview of the underlying privacy risks and the solutions that may mitigate them. We first analyze the threats and potential privacy attackers in this scenario of online advertising. In particular, we examine the main components of the advertising infrastructure in terms of tracking capabilities, data collection, aggregation level and privacy risk, and overview the tracking and data-sharing technologies employed by these components. Then, we conduct a comprehensive survey of the most relevant privacy mechanisms, and classify and compare them on the basis of their privacy guarantees and impact on the Web.Peer ReviewedPostprint (author's final draft

Third Party Tracking in the Mobile Ecosystem

Third party tracking allows companies to identify users and track their behaviour across multiple digital services. This paper presents an empirical study of the prevalence of third-party trackers on 959,000 apps from the US and UK Google Play stores. We find that most apps contain third party tracking, and the distribution of trackers is long-tailed with several highly dominant trackers accounting for a large portion of the coverage. The extent of tracking also differs between categories of apps; in particular, news apps and apps targeted at children appear to be amongst the worst in terms of the number of third party trackers associated with them. Third party tracking is also revealed to be a highly trans-national phenomenon, with many trackers operating in jurisdictions outside the EU. Based on these findings, we draw out some significant legal compliance challenges facing the tracking industry.Comment: Corrected missing company info (Linkedin owned by Microsoft). Figures for Microsoft and Linkedin re-calculated and added to Table

How to design browser security and privacy alerts

Browser security and privacy alerts must be designed to ensure they are of value to the end-user, and communicate risks efficiently. We performed a systematic literature review, producing a list of guidelines from the research. Papers were analysed quantitatively and qualitatively to formulate a comprehensive set of guidelines. Our findings seek to provide developers and designers with guidance as to how to construct security and privacy alerts. We conclude by providing an alert template, highlighting its adherence to the derived guidelines

XRay: Enhancing the Web's Transparency with Differential Correlation

Today's Web services - such as Google, Amazon, and Facebook - leverage user data for varied purposes, including personalizing recommendations, targeting advertisements, and adjusting prices. At present, users have little insight into how their data is being used. Hence, they cannot make informed choices about the services they choose. To increase transparency, we developed XRay, the first fine-grained, robust, and scalable personal data tracking system for the Web. XRay predicts which data in an arbitrary Web account (such as emails, searches, or viewed products) is being used to target which outputs (such as ads, recommended products, or prices). XRay's core functions are service agnostic and easy to instantiate for new services, and they can track data within and across services. To make predictions independent of the audited service, XRay relies on the following insight: by comparing outputs from different accounts with similar, but not identical, subsets of data, one can pinpoint targeting through correlation. We show both theoretically, and through experiments on Gmail, Amazon, and YouTube, that XRay achieves high precision and recall by correlating data from a surprisingly small number of extra accounts.Comment: Extended version of a paper presented at the 23rd USENIX Security Symposium (USENIX Security 14