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Digital advertising is getting more automated and driven by data. Cookies is the most common user-tracking technology but it is not very efficient and is regulated. In the presentation, I describe methods like supercookies and device fingerprinting and ways how users can get aware of who is tracking them. Made for New York University in Prague.
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Internet Advertising, Privacy and User-tracking Methods
honzapav.cz | @honzapav | 24. 4. 2014
We are going to talk about:
New Trends in Digital Advertising
Privacy and Cookies Regulations
Other User-tracking Methods
Future Outline
NEW TRENDS IN DIGITAL ADVERTISING
flickr credits: https://www.flickr.com/photos/57053300@N04/
WHAT IS THE CURRENT STATE OF DIGITAL ADVERTISING? START WITH THE PAST.
TODAY: Advertisers use more data to improve ads targeting, buying and targeting ads is technology driven.
Behavioral targeting refers to..
..a range of technologies and techniques used by online website publishers and advertisers which allows them to increase the effectiveness of their campaigns by capturing data generated by website and landing page visitors.
http://en.wikipedia.org/wiki/Behavioral_targeting
flickr credit: https://www.flickr.com/photos/small_realm/
When done without the knowledge of users, it may be considered a breach of browser security and illegal by many countries' privacy, data protection and consumer protection laws.
http://en.wikipedia.org/wiki/Behavioral_targeting
flickr credits: https://www.flickr.com/photos/thefasterdanish/
Common Example of Behavioral Targeting: Retargeting
Technology Platforms (will) Rule the Advertising World: Programmatic Buying
Advertising space /
Publisher SSP
Campaign / Brand
Data Management Platform (DMP)
Advertising Space supply Demand / Buying Advertising space
DSP
See the „Behind the banner“ infografic to see the process.
Technology Platforms (will) Rule the Advertising World: Programmatic Buying
*http://www.forbes.com/2010/04/08/citigroup-mastercard-amazon-technology-data-companies-10-bundle.html
Advertising space
SSP Kampaň
Data Management Platform (DMP)
Advertising Space supply Demand / Buying Advertising space
DSP
1st Party Data 2nd Party Data 3rd Party Data
Data generated by clients‘ campaigns
and websites
Data generated by all campaigns
on platforms
Data purchased
by vendors (AddThis, AmEx, Visa, Citi*)
flickr credits: https://www.flickr.com/photos/bacteriano/
COOKIES AND REGULATION
Data Collection is Mostly Based on Browser Cookies
1. A piece of data stored in your computer
2. It loads browsers sends it back
3. Serve to remember stateful information or record browsing activities
4. Esp. 3rd party cookies serve to compile long-term records of individuals browsing history => Object of regulation by EU etc.
http://en.wikipedia.org/wiki/HTTP_cookie
Cookies and browsing history data can reveal a lot about users
„Web browsing history is inextricably linked to personal information. The pages a user visits can reveal her location, interests, purchases, employment status, sexual orientation, financial challenges, medical conditions, and more. Examining individual page loads is often adequate to draw many conclusions about a user; analyzing patterns of activity allows yet more inferences.“
(in Mayer and Mitchell, 2012)
Try the Collusion in your own browser.
But Cookies are also Very Benefical to the Internet Economy..
o Comfort: remembering logins, functions of websites, personalization, recommendations
o Content: people not willing to pay for content and services, advertising is a proven model
o Measurement: understand visitors behavior to improve services
o Social networking: Facebook functionalities, Sharing buttons, Discuss
HERE COMES THE EU TO SAVE THE POOR USERS FROM BAD COOKIES AND DANGEROUS ADVERTISING…
Principals of EU Cookie Regulation
https://www.youtube.com/watch?v=gMaaxptSCoI
Is it the End of Digital? Nope.
http://adage.com/article/digitalnext/online-privacy-eu-cookie-law-death-digital/234950/
But it regulates only browser cookies (and in a bad way), does EU knows?
flickr credits: https://www.flickr.com/photos/jdhancock/
OTHER USER-TRACKING METHODS
Other User-tracking Methods: Supercookies and Device Fingerprinting
Supercookies (a.k.a. flash cookies)
o Regular computer cookies are browser based. This means you can easily remove them via browser tools. Super cookies are more difficult to detect and remove from your device because they will not be deleted in the same way.
o ScanScount (advertisers) abuse of supercookies (read more)
o Google AdID: more user-friendly and respectful to privacy but can be connected to your real ID (Gmail, Google+)
Device fingerprinting
o Based on JavaScript
o Collects data about the device
o In particular, a fingerprint that carries no more than 15-20 bits of identifying information will in almost all cases be sufcient to uniquely identify a particular browser, given its IP address, its subnet, or even just its Autonomous System Number
o Lets try: https://panopticlick.eff.org/
more on google AdID: http://www.digitaltrends.com/opinion/what-is-google-adid-and-how-will-it-replace-browser-cookies/#!FxMs5 (in Eckersley, 2010)
Other User-tracking Methods: Information that Can Identify You
Supercookies Device fingerprinting
Other User-tracking Methods: Why Are Supercookies and Device Fingerprinting used?
1. Bypass regulations (read more and more)
2. Regeneration of lost/deleted cookies (together with IP adress)
3. Multiplatform tracking (read more)
How can people protect themselves
1. Awareness: Privacychoice.org, Collusion, Ghostery
2. Browser Cookies Regulations: Opt-out, Do Not Track
3. Blocking: JavaScript, use TorButton, and certain types of smartphone
FUTURE OUTLINES
Finally, the Advertising is not the Harmful One, but Collects and Uses Data that Can Be Abused.
o Advertisers won‘t collect your data if you don‘t want to share them (Evidon example), but will offer benefits in exchange for data (Google already does it)
o Education of end-users is a key: how to manage my data and how to prevent its misuse
o Transparency and security of data on data platforms providers
Future of User Tracking
https://vimeo.com/82803659
Used and Related Sources
o MAYER, Jonathan R. a John C. MITCHELL. Third-Party Web Tracking: Policy and Technology. 2012 IEEE Symposium on Security and Privacy. IEEE, 2012, s. 413-427. DOI: 10.1109/SP.2012.47. Dostupné z: http://ieeexplore.ieee.org/lpdocs/epic03/wrapper.htm?arnumber=6234427
o ECKERSLEY, Peter. How Unique Is Your Web Browser?. Panopticlick: How unique and trackable is your browser?. 2010. Dostupné z: https://panopticlick.eff.org/browser-uniqueness.pdf
Flickr Credits
o Advertising helps me decide by https://www.flickr.com/photos/57053300@N04/
o Data center by https://www.flickr.com/photos/small_realm
o Girl with screen by https://www.flickr.com/photos/thefasterdanish/
o Cookie monster by https://www.flickr.com/photos/bacteriano/
o Cuperman by https://www.flickr.com/photos/jdhancock/
