Behavioral TrackingBY : KANUPRIYA

Content Layout

• What is online Tracking ?

• Who are Trackers ?

• What can we do ?

• Behavioral Advertisement

What is Online Tracking ?

Let’s say you’re browsing online, looking to buy something.

Advertising companies and social networks are following you behind the scenes, collecting lots of information about you.

They can see what you’re looking at and where you are.

They follow you across the web, always adding more info to the profile they have of you.

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

And can charge you different prices for the same things.

Some Facts ….

• At any point of time , more than 30 % of the world population can go online.

• A recent study showed that young generation alone is spending overs 8 hours a day online.

• About 24% of online advertisers now use Behavioral Tracking…. with that proportion expected to swell to 85% by 2020.

With every click of

mouse and every touch

of screen….we are leaving breadcrums

of our Personal

Information

Many of us believe that internet is a

Private Place…………

But its not

Who are trackers ?

Insurance companies Hiring managers Creditors Spammers Identify thieves Stalkers And anyone else who’s

curious.

Behavioral TrackingBehavioral Targeting From Wikipedia, The Free Encyclopedia

Behavioral targeting is a technique used by online publishers and advertisers to increase the eff ectiveness of their campaigns.

Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be interested.

Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or the surrounding content.

THE CHALLENGE

Marketers are always looking for the most effective way to put their

message in front of the right audience at the right time. Major

business advertisers are seeking to overcome increasing, audience

fragmentation and longer purchase cycles.

You…the publisher is being asked to provide a solution.

Spending on behaviorally targeted ads is growing fast…

2007 : $350,000,000

2008 : $525,000,000

2009 : $775,000,000

2010 : $1,100,000,000

WHAT CAN HELP YOU ?

Mozilla provides us with a very effective tool to keep a watch on all the trackers who TRACK us.

COLLUSION

Collusion is an experimental add-on for Firefox and allows you to see all the third parties that are tracking your movements across the Web. It will show, in real time, how that data creates a spider-web of interaction between companies and other trackers.

Who earns from it and how ?

If a user clicks on an advertisement (in the ‘cost-per-click’ model), the ad

network collects payment from the corresponding advertiser, and pays out a

part of it to the publisher

Pay per click (PPC) (also called cost per click) is an internet

advertising model used to direct traffic to websites, in which advertisers pay

the publisher (typically a website owner) when the ad is clicked. It is defined

simply as “the amount spent to get an advertisement clicked

WHAT IT DOES ?

After you download and install Collusion in Firefox , you can "see who is tracking you across the Web and following you through the digital woods

memory of the Internet is forever. We are being watched. It's now time for us to watch the watchers.“

Lets see how it does ?

• I've been using Collusion for some time now and it is jaw-dropping to watch all the sites that still stalk us across the web even with DNT(Do Not Track) and privacy add-ons.

• After a normal search done by any student…his graph can go as messy as this…

Even when you open 3-4 websites …..

almost 20 websites are tracking you without your permission

This is a graph which shows when only 4 sites were opened.

Tracking the trackers: who are the companies monitoring us online

• The Tracker Block extension has more options, specific to your web browser, including Firefox, Internet Explorer and Chrome. Tracker Block stops tracking by blocking specific companies from reading or writing cookies through your web browser. Tracker Block also deletes other files, like Flash cookies, that tracking companies may leave on your computer.

• Tracker Block automatically updates your block list with new tracking companies.

Simple Changes to Stop Online Tracking

• Install Adblock Plus

• Change Cookie Settings

• Turn Off Referers

• Install HTTPS Everywhere

 Block hundreds of sneaky trackers

WE cant help it out !!!!

• Even by using privacy add-ons and telling sites not to track you, tracking that builds behavior profiles is out of control.

• We cant completely get rid of our Trackers !!!

THANKYOU !!