Privacy in online advertising platforms

Online advertising is consistently considered as the pillar of the "free• content on the Web since it is commonly the funding source of websites. Furthermore, the option of delivering personalizad ads has tumed advertising into a really valuable service for users, who receive ads tailored to their interests. Given its success in getting paying customers, online advertising is fueling a billionaire business. The current advertising model builds upon an intricate infrastructure whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, processed and traded at an unprecedented rate. However, the intrusiveness and ubiquity of these practices prorrpt serious privacy concems. In view of the inherent corrplexity behind the operation of ad platforms, privacy risks in the online advertising ecosystem could be studied from multiple perspectives. Naturally, most of the efforts unveiling these privacy issues concentrate on a specific entity, technology, behavior or context. However, such a segmented approach rright underestimate the benefits of a wider vision of a systerric problem. A lot of privacy protection echanisms have been proposed from the industry and acaderria. The most popular ones resort to radical strategies that hinder the ad distribution process, thus seriously affecting the online advertising ecosystem. Others involve significantly changing the ecosystem, which unfortunately may not be suitable in these times. Consequently, to encourage the adoption of privacy protection in this context, it is fundamental to pose mechanisms that aim at balancing the trade-off between user privacy and the web business model. First, this thesis deals with the need to have a wide perspective of the privacy risks for users within the online advertising ecosystem and the protection approaches available. We survey the online advertising infrastructure and its supporting technologies, and present a thorough overview of the undertying privacy risks and the solutions that may rritigate them. Through a systematic effort, we analyze the threats and potential privacy attackers in this scenario of online advertising.Then, we conduct a corrprehensive survey of the most relevant privacy mechanisms, and classify and con-pare them on the basis of their privacy guarantees and irrpact on the Web. Subsequently, we study the privacy risks derived from real-time bidding, a key enabling technology of modem online advertising. We experimentally explore the potential abuse of the process of user data sharing, necessary to support the auction-based system in online advertising. Accordingly, we propase a system to regula te the distribution of u ser tracking data to potentially interested entities, depending on their previous behavior.This consists in reducing the nurnber of advertising agencies receiving user data. Doing so may affect the ad platform's revenue, thus the proposed system is designed to maxirrize the revenue while the abuse by advertising agencies is prevented to a large degree. Experimentally, the results of evaluation suggest that this system is able to correct rrisbehaving entities, consequently enhancing user privacy. Finally, we analyze the irrpact of online advertising and tracking from the particular perspective of lberoamerica.We study the third-party and ad tracking triggered within local websites in this heterogeneous region not previously studied. We found out that user location in this context would affect privacy since the intensity of third-party traffic, including advertising related flows of information, varies from country to country when local web traffic is simulated, although the total nurnber of entities behind this traffic seems stable. The type of content served by websites is also a parameter affecting the leve! of third-party tracking:publishers assiciated with news shopping categories generate more third-party traffic and such intensity is exarbated for top-world sitesLa publicitat en línia té un paper important a Internet que permet finançar habitualment l'operació de llocs web que ofereixen contingut lliure als usuaris. A més, la personalització dels anuncis ha tornat la publicitat en línia un servei valuós per als usuaris. Si aconseguirem que hi hagi molts compradors siguin més que possibles, es promourà un negoci milionari. El model d'anuncis vigents es basa en una infraestructura completa que lliura els anuncis personalitzats. Pera això, es pot recopilar una gran quantitat de dades d'ús, agregar, processar i vendre molt ràpidament. Malauradament, aquestes pràctiques generen riscos de privadesa. Donada la complexitat de l'operació de les plataformes d'anuncis, els riscos de privacitat es poden estudiar des de diverses perspectives. Naturalment, els esforços per desenvolupar aquests problemes de privacitat es concentren en una entitat, tecnologia, comportament o context específic. Però aquest enfocament subestima els beneficis d'una perspectiva més àmplia d'un problema integral. Molts mecanismes de protecció han estat proposats des de la indústria i l’àmbit acadèmic. Els més populars apliquen estratègies radicals que obstrueixen la distribució d'anuncis, afectant seriosament l’ecosistema d'anuncis. També es pot modificar significativament l’ecosistema, el que no és factible per la seva conflictivitat. Així, amb la finalitat de fomentar l'adopció de protecció de privacitat, és fonamental plantejar solucions orientades a equilibrar les necessitats de privacitat amb el model de negocis de la web. Inicialment, la tesi ofereix una visió amplia dels riscos de privacitat i els mecanismes de protecció a ecosistema d'anuncis en línia. Això es pot aconseguir basant-se en una revisió de la infraestructura i tecnologies subjacents en aquest context. Analitza sistemàticament les amenaces i potencies atacants. A continuació es revisa exhaustivament els mecanismes de privacitat més rellevants, i es classifica i es compara segons les garanties de privacitat que s'ofereixen i el seu possible impacte a la web. Seguidament, s'estudia els riscos de privadesa derivats de les ofertes en temps real, una tecnologia clau del sistema d'anuncis en línia modern. Experimentalment, s'inverteixen els riscos del procés de distribució de dades d'ús, part del sistema basat en licitacions de la publicitat en línia. Es proposa un sistema que regula la distribució de dades d'ús a tercers, depenent del seu comportament previ. Això consisteix en reduir el nombre d’agències anunciants que rebin dades d'ús. Per mitigar l’impacte sobre els ingressos del sistema d'anuncis, aquesta reducció és malaltia i l'objectiu de maximitzar els declaracions ingressades. Experimentalment, es troba que el sistema proposat corregir els comportaments maliciosos, millorant la privacitat dels usuaris. Finalment, s'analitza l'impacte del rastre i la publicitat en línia des de la perspectiva iberoamericana. Estudiem el rastreig de tercers i allò relacionat amb els anuncis que se generen en llocs web locals en aquesta regió heterogènia. Trobem que la ubicació de l'usuari en aquest context afecta la privacitat de l'usuari ja que aquest rastreig varia de país a país, tot i que el nombre total d'entitats darrere d'aquest transit sembla estable. El tipus de contingut afecta també el nivell de rastreig: llocs web de noticies o de compres generen més transit cap a tercers i aquesta intensitat s'exacerba en els llocs més populars.Postprint (published version

Privacy in online advertising platforms

Online advertising is consistently considered as the pillar of the "free• content on the Web since it is commonly the funding source of websites. Furthermore, the option of delivering personalizad ads has tumed advertising into a really valuable service for users, who receive ads tailored to their interests. Given its success in getting paying customers, online advertising is fueling a billionaire business. The current advertising model builds upon an intricate infrastructure whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, processed and traded at an unprecedented rate. However, the intrusiveness and ubiquity of these practices prorrpt serious privacy concems. In view of the inherent corrplexity behind the operation of ad platforms, privacy risks in the online advertising ecosystem could be studied from multiple perspectives. Naturally, most of the efforts unveiling these privacy issues concentrate on a specific entity, technology, behavior or context. However, such a segmented approach rright underestimate the benefits of a wider vision of a systerric problem. A lot of privacy protection echanisms have been proposed from the industry and acaderria. The most popular ones resort to radical strategies that hinder the ad distribution process, thus seriously affecting the online advertising ecosystem. Others involve significantly changing the ecosystem, which unfortunately may not be suitable in these times. Consequently, to encourage the adoption of privacy protection in this context, it is fundamental to pose mechanisms that aim at balancing the trade-off between user privacy and the web business model. First, this thesis deals with the need to have a wide perspective of the privacy risks for users within the online advertising ecosystem and the protection approaches available. We survey the online advertising infrastructure and its supporting technologies, and present a thorough overview of the undertying privacy risks and the solutions that may rritigate them. Through a systematic effort, we analyze the threats and potential privacy attackers in this scenario of online advertising.Then, we conduct a corrprehensive survey of the most relevant privacy mechanisms, and classify and con-pare them on the basis of their privacy guarantees and irrpact on the Web. Subsequently, we study the privacy risks derived from real-time bidding, a key enabling technology of modem online advertising. We experimentally explore the potential abuse of the process of user data sharing, necessary to support the auction-based system in online advertising. Accordingly, we propase a system to regula te the distribution of u ser tracking data to potentially interested entities, depending on their previous behavior.This consists in reducing the nurnber of advertising agencies receiving user data. Doing so may affect the ad platform's revenue, thus the proposed system is designed to maxirrize the revenue while the abuse by advertising agencies is prevented to a large degree. Experimentally, the results of evaluation suggest that this system is able to correct rrisbehaving entities, consequently enhancing user privacy. Finally, we analyze the irrpact of online advertising and tracking from the particular perspective of lberoamerica.We study the third-party and ad tracking triggered within local websites in this heterogeneous region not previously studied. We found out that user location in this context would affect privacy since the intensity of third-party traffic, including advertising related flows of information, varies from country to country when local web traffic is simulated, although the total nurnber of entities behind this traffic seems stable. The type of content served by websites is also a parameter affecting the leve! of third-party tracking:publishers assiciated with news shopping categories generate more third-party traffic and such intensity is exarbated for top-world sitesLa publicitat en línia té un paper important a Internet que permet finançar habitualment l'operació de llocs web que ofereixen contingut lliure als usuaris. A més, la personalització dels anuncis ha tornat la publicitat en línia un servei valuós per als usuaris. Si aconseguirem que hi hagi molts compradors siguin més que possibles, es promourà un negoci milionari. El model d'anuncis vigents es basa en una infraestructura completa que lliura els anuncis personalitzats. Pera això, es pot recopilar una gran quantitat de dades d'ús, agregar, processar i vendre molt ràpidament. Malauradament, aquestes pràctiques generen riscos de privadesa. Donada la complexitat de l'operació de les plataformes d'anuncis, els riscos de privacitat es poden estudiar des de diverses perspectives. Naturalment, els esforços per desenvolupar aquests problemes de privacitat es concentren en una entitat, tecnologia, comportament o context específic. Però aquest enfocament subestima els beneficis d'una perspectiva més àmplia d'un problema integral. Molts mecanismes de protecció han estat proposats des de la indústria i l’àmbit acadèmic. Els més populars apliquen estratègies radicals que obstrueixen la distribució d'anuncis, afectant seriosament l’ecosistema d'anuncis. També es pot modificar significativament l’ecosistema, el que no és factible per la seva conflictivitat. Així, amb la finalitat de fomentar l'adopció de protecció de privacitat, és fonamental plantejar solucions orientades a equilibrar les necessitats de privacitat amb el model de negocis de la web. Inicialment, la tesi ofereix una visió amplia dels riscos de privacitat i els mecanismes de protecció a ecosistema d'anuncis en línia. Això es pot aconseguir basant-se en una revisió de la infraestructura i tecnologies subjacents en aquest context. Analitza sistemàticament les amenaces i potencies atacants. A continuació es revisa exhaustivament els mecanismes de privacitat més rellevants, i es classifica i es compara segons les garanties de privacitat que s'ofereixen i el seu possible impacte a la web. Seguidament, s'estudia els riscos de privadesa derivats de les ofertes en temps real, una tecnologia clau del sistema d'anuncis en línia modern. Experimentalment, s'inverteixen els riscos del procés de distribució de dades d'ús, part del sistema basat en licitacions de la publicitat en línia. Es proposa un sistema que regula la distribució de dades d'ús a tercers, depenent del seu comportament previ. Això consisteix en reduir el nombre d’agències anunciants que rebin dades d'ús. Per mitigar l’impacte sobre els ingressos del sistema d'anuncis, aquesta reducció és malaltia i l'objectiu de maximitzar els declaracions ingressades. Experimentalment, es troba que el sistema proposat corregir els comportaments maliciosos, millorant la privacitat dels usuaris. Finalment, s'analitza l'impacte del rastre i la publicitat en línia des de la perspectiva iberoamericana. Estudiem el rastreig de tercers i allò relacionat amb els anuncis que se generen en llocs web locals en aquesta regió heterogènia. Trobem que la ubicació de l'usuari en aquest context afecta la privacitat de l'usuari ja que aquest rastreig varia de país a país, tot i que el nombre total d'entitats darrere d'aquest transit sembla estable. El tipus de contingut afecta també el nivell de rastreig: llocs web de noticies o de compres generen més transit cap a tercers i aquesta intensitat s'exacerba en els llocs més populars

Tendències o direccions de l’esport contemporani en funció dels motius de la pràctica. Un estudi empíric entre els estudiants de la Universitat d’Oviedo

Les investigacions descriptives sobre els motius que porten els joves a practicar l’esport, desenvolupades majoritàriament als Estats Units i a països anglòfons, com ara Gran Bretanya, Austràlia i el Canadà, han mostrat de forma consistent una estructura multifactorial. La majoria s’emmarquen dintre de la perspectiva cognitivosocial i es recolzen en el concepte de motivació d’assoliment. A partir d’aquests resultats, el nostre objectiu ha estat analitzar l’estructura ‘motivacional’ subjacent, amb l’objecte de determinar les tendències més acusades de l’esport contemporani. Els joves sotmesos a enquesta, 2.689, són estudiants de la Universitat d’Oviedo (1.440 homes i 1.249 dones). Tots ells van respondre qüestionari dissenyat amb aquesta finalitat. Els resultats evidencien una doble estructura bipolar que sembla respondre a la ‘binarització’ de dos criteris: competició (C) i mestratge (M). La seva presència o absència origina un arbre dicotòmic de quatre branques. Aquests quatre subgrups mostren, a més a més, unes peculiaritats derivades de les diferències de gènere, tipus d’activitat i intensitat de la motivació vers l’esport. Finalment, es discuteixen els resultats i se n’extreuen algunes conclusions

Tendencias o direcciones del deporte contemporáneo en función de los motivos de práctica. Un estudio empírico entre los estudiantes de la Universidad de Oviedo

Las investigaciones descriptivas sobre los motivos que llevan a los jóvenes a practicar deporte, desarrolladas mayoritariamente en los Estados Unidos y en países anglófonos como el Reino Unido, Australia y Canadá, han mostrado de forma consistente una estructura multifactorial. La mayoría se enmarcan dentro de la perspectiva cognitivo-social y se apoyan en el concepto de motivación de logro. A partir de estos resultado, nuestro objetivo ha sido analizar la estructura motivacional subyacente, al objeto de determinar las tendencias más acusadas del deporte contemporáneo. Los jóvenes 2.689 encuestados son estudiantes de la Universidad de Oviedo (1.440 hombres y 1.249 mujeres). Todos ellos respondieron cuestionario diseñado a tal efecto. Los resultados evidencian una doble estructura bipolar que parece responder a la binarización de dos criterios: competición (C) y maestría (M). Su presencia o ausencia origina un árbol dicotómico de cuatro ramas. Estos cuatro subgrupos muestran, además, unas peculiaridades derivadas de las diferencias de género, tipo de actividad e intensidad de la motivación hacia el deporte. Finalmente se discuten los resultados y se extraen algunas conclusiones

Anonymizing cybersecurity data in critical infrastructures: the CIPSEC approach

Cybersecurity logs are permanently generated by network devices to describe security incidents. With modern computing technology, such logs can be exploited to counter threats in real time or before they gain a foothold. To improve these capabilities, logs are usually shared with external entities. However, since cybersecurity logs might contain sensitive data, serious privacy concerns arise, even more when critical infrastructures (CI), handling strategic data, are involved. We propose a tool to protect privacy by anonymizing sensitive data included in cybersecurity logs. We implement anonymization mechanisms grouped through the definition of a privacy policy. We adapt said approach to the context of the EU project CIPSEC that builds a unified security framework to orchestrate security products, thus offering better protection to a group of CIs. Since this framework collects and processes security-related data from multiple devices of CIs, our work is devoted to protecting privacy by integrating our anonymization approach.Peer ReviewedPostprint (published version

Measuring online tracking and privacy risks on Ecuadorian websites

© 2019 IEEE. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes,creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works.Online tracking has become a great enabler of massive surveillance so it is now a critical vector for threatening the privacy of users. Despite the benefits of online tracking for personalized advertising, the complexity of the involved platforms makes it a threat for democracy. In this work, online tracking is measured in Ecuador, a country with a developing adoption of online advertising technologies, having the highest Internet penetration rate in Latin America, but lacking regulation for privacy. By finding out the third party connections triggered through the most popular Ecuadorian websites, the concentration of online tracking is measured in Ecuador. Its impact is also analyzed by studying some particularities in government websites, the usage of advanced mechanisms of tracking, and the adoption of transparency practices in advertising platforms. Our final aim is exposing potential privacy violations.This work was partly supported by the Spanish Ministry ofEconomy and Competitiveness (MINECO) through the project“MAGOS”, ref. TEC2017-84197-C4-3-R. J. Parra-Arnau wassupported by the Spanish government under grant TIN2016-80250-R and by the Catalan government under grant 2017SGR 00705 and is currently the recipient of a Juan de la Ciervapostdoctoral fellowship, IJCI-2016-28239, from the SpanishMinistry of Economy and Competitiveness.Peer ReviewedPostprint (author's final draft

Coherent, automatic address resolution for vehicular ad hoc networks

Published in: Int. J. of Ad Hoc and Ubiquitous Computing, 2017 Vol.25, No.3, pp.163 - 179. DOI: 10.1504/IJAHUC.2017.10001935The interest in vehicular communications has increased notably. In this paper, the use of the address resolution (AR) procedures is studied for vehicular ad hoc networks (VANETs). We analyse the poor performance of AR transactions in such networks and we present a new proposal called coherent, automatic address resolution (CAAR). Our approach inhibits the use of AR transactions and instead increases the usefulness of routing signalling to automatically match the IP and MAC addresses. Through extensive simulations in realistic VANET scenarios using the Estinet simulator, we compare our proposal CAAR to classical AR and to another of our proposals that enhances AR for mobile wireless networks, called AR+. In addition, we present a performance evaluation of the behaviour of CAAR, AR and AR+ with unicast traffic of a reporting service for VANETs. Results show that CAAR outperforms the other two solutions in terms of packet losses and furthermore, it does not introduce additional overhead.Postprint (published version

On the regulation of personal data distribution in online advertising platforms

Online tracking is the key enabling technology of modern online advertising. In the recently established model of real-time bidding (RTB), the web pages tracked by ad platforms are shared with advertising agencies (also called DSPs), which, in an auction-based system, may bid for user ad impressions. Since tracking data are no longer confined to ad platforms, RTB poses serious risks to privacy, especially with regard to user profiling, a practice that can be conducted at a very low cost by any DSP or related agency, as we reveal here. In this work, we illustrate these privacy risks by examining a data set with the real ad-auctions of a DSP, and show that for at least 55% of the users tracked by this agency, it paid nothing for their browsing data. To mitigate this abuse, we propose a system that regulates the distribution of bid requests (containing user tracking data) to potentially interested bidders, depending on their previous behavior. In our approach, an ad platform restricts the sharing of tracking data by limiting the number of DSPs participating in each auction, thereby leaving unchanged the current RTB architecture and protocols. However, doing so may have an evident impact on the ad platform’s revenue. The proposed system is designed accordingly, to ensure the revenue is maximized while the abuse by DSPs is prevented to a large degree. Experimental results seem to suggest that our system is able to correct misbehaving DSPs, and consequently enhance user privacy.Peer ReviewedPostprint (author's final draft

Mathematically optimized, recursive prepartitioning strategies for k-anonymous microaggregation of large-scale datasets

© Elsevier. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/The technical contents of this work fall within the statistical disclosure control (SDC) field, which concerns the postprocessing of the demographic portion of the statistical results of surveys containing sensitive personal information, in order to effectively safeguard the anonymity of the participating respondents. A widely known technique to solve the problem of protecting the privacy of the respondents involved beyond the mere suppression of their identifiers is the k-anonymous microaggregation. Unfortunately, most microaggregation algorithms that produce competitively low levels of distortions exhibit a superlinear running time, typically scaling with the square of the number of records in the dataset. This work proposes and analyzes an optimized prepartitioning strategy to reduce significantly the running time for the k-anonymous microaggregation algorithm operating on large datasets, with mild loss in data utility with respect to that of MDAV, the underlying method. The optimization strategy is based on prepartitioning a dataset recursively until the desired k-anonymity parameter is achieved. Traditional microaggregation algorithms have quadratic computational complexity in the form T(n2). By using the proposed method and fixing the number of recurrent prepartitions we obtain subquadratic complexity in the form T(n3/2), T(n4/3), ..., depending on the number of prepartitions. Alternatively, fixing the ratio between the size of the microcell and the macrocell on each prepartition, quasilinear complexity in the form T(nlog¿n) is achieved. Our method is readily applicable to large-scale datasets with numerical demographic attributes.Peer ReviewedPostprint (author's final draft