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.
For a long time, the Internet and web technologies have supported a more fluid interaction between public institutions and citizens through e-government. With this spirit, several public services are being offered online. One of such services, though not a standard one, is transparency. Strongly encouraged by open-data initiatives, transparency is being marketed as a powerful mechanism to fight corruption. Leveraging communication technologies, societies are broadly adopting online transparency practices to give the general public more control over the scrutiny of state institutions. However, a neglected implementation of transparency may cause almost unlimited access to large amounts of information, a side effect we call hyper-transparency. Inevitably, serious privacy risks arise for the individuals in this context. In this work, we analyze the emergence of hyper-transparent practices in Ecuador, a country recently involved in a fierce attempt to offer free access to public information as a fundamental right enabled through e-government. Moreover, we systematically dissect the large amount of microdata released online by Ecuadorian public institutions. Accordingly, we also unveil here a scenario where sensitive information of public employees is openly released under transparency laws. After exposing potential privacy violations, we elaborate on some mechanisms aimed at protecting citizens from such violations.
The ability of the online marketing industry to track and profile users' Web-browsing activity is what enables effective, tailored-made advertising services. The intrusiveness of these practices and the increasing invasiveness of digital advertising, however, have raised serious concerns regarding user privacy. Although the level of ubiquity of tracking and advertising has been investigated in top-world sites based in North America and Western Europe, the extent to which those practices are carried out in territories with less or no legal coverage -in terms of data protection-has not been studied so far. In this work, we present the first detailed measurement of online tracking and advertising conducted to date in one of those regions, namely, Ibero-America, by analyzing local websites (e.g., education and government sites). In doing so, our measurement study aims to find out how user location as well as the type of publisher may impact on tracking and advertising and thus user privacy. Lastly, our thorough, extensive analysis also explores whether differences are appreciated between Latin America and the EU with regard to the thirdparty tracking conducted from and towards the corresponding countries.INDEX TERMS Online tracking, advertising, privacy risks, Ibero-America.
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.
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