reverse-engineering online tracking for privacy, transparency ......webtrends marketshare google...
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Reverse-engineering online tracking for privacy, transparency, accountability
webtap.princeton.edu
Arvind Narayanan Princeton
Joint work with Steven Englehardt, Peter Zimmerman, Christian Eubank, …
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“Third party” online tracking
Sites other than the one you’re visiting
typically invisible
compiling profiles of your browsing history
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64 Independent tracking mechanisms
on typical top-50 sites
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The unreasonable effectiveness of measurement
• Fixes “information asymmetry”
• More informed public debate
• Regulation and enforcement
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What if oversight of
online tracking and personalization
could be automated?
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Canvas fingerprinting
Mowery & Shacham ‘12
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Canvas fingerprinting
100,000 site study
(KU Leuven & Princeton)
Used on over 5,500 sites
20 different providers
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http://webtap.princeton.edu
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Steven Englehardt Peter Zimmerman Chris Eubank
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Various analyses
Content, cookies, JavaScript…
OpenWPM architecture
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Third-party tracking today is like spam 10 years ago
Solution: large datasets + machine learning
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Beyond the web: reverse-engineering algorithmic society
How can we have effective oversight of algorithmic personalization? How to we deal with the vanishing boundary between online and off-line data collection?