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Inferring Tracker-Advertiser Relationships in the Online Advertising Ecosystem using Header Bidding [article]

John Cook, Rishab Nithyanand, Zubair Shafiq
2019 arXiv   pre-print
In this paper, we introduce KASHF: a novel method to infer data sharing relationships between advertisers and trackers by studying how an advertiser's bidding behavior changes as we manipulate the presence  ...  We operationalize this insight by training an interpretable machine learning model that uses the presence of trackers as features to predict the bidding behavior of an advertiser.  ...  Inferring tracker-advertiser data sharing using header bidding.  ... 
arXiv:1907.07275v1 fatcat:27pph7m4o5g3ngtw6wdxzmgbh4

Inferring Tracker-Advertiser Relationships in the Online Advertising Ecosystem using Header Bidding

John Cook, Rishab Nithyanand, Zubair Shafiq
2020 Proceedings on Privacy Enhancing Technologies  
In this paper, we introduce Kashf: a novel method to infer data sharing relationships between advertisers and trackers by studying how an advertiser's bidding behavior changes as we manipulate the presence  ...  We operationalize this insight by training an interpretable machine learning model that uses the presence of trackers as features to predict the bidding behavior of an advertiser.  ...  Acknowledgement This research is supported in part by a Google Faculty Research Award, a grant from the Data Transparency Lab, and the National Science Foundation under grant numbers 1715152 and 1815131  ... 
doi:10.2478/popets-2020-0005 dblp:journals/popets/CookNS20 fatcat:yys4pd556fg7vahv5n6yddsnk4

ATOM: A Generalizable Technique for Inferring Tracker-Advertiser Data Sharing in the Online Behavioral Advertising Ecosystem [article]

Maaz Bin Musa, Rishab Nithyanand
2022 arXiv   pre-print
online behavioral advertising ecosystem (e.g., they work only when client-side header bidding is used for ad delivery or when advertisers perform ad retargeting).  ...  In this paper, we propose a generalizable technique, called ATOM, to infer data sharing relationships between online trackers and advertisers.  ...  Our goal is to use the features of personalized ads to infer-tracker advertiser relationships.  ... 
arXiv:2207.10791v1 fatcat:of34iufqyzaz3fhztjxjc3y75q

Tracing Information Flows Between Ad Exchanges Using Retargeted Ads [article]

Muhammad Ahmad Bashir, Sajjad Arshad, William Robertson, Christo Wilson
2020 arXiv   pre-print
In reality, the modern ad ecosystem is fueled by a flow of user data between trackers and ad exchanges.  ...  Numerous surveys have shown that Web users are concerned about the loss of privacy associated with online tracking.  ...  Any opinions, findings, and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the NSF.  ... 
arXiv:1811.00920v2 fatcat:vxphbqdyujcwjfmgld3pg22bwm

Diffusion of User Tracking Data in the Online Advertising Ecosystem

Muhammad Ahmad Bashir, Christo Wilson
2018 Proceedings on Privacy Enhancing Technologies  
Advertising and Analytics (A&A) companies have started collaborating more closely with one another due to the shift in the online advertising industry towards Real Time Bidding (RTB).  ...  In this paper, we introduce a novel graph representation, called an Inclusion graph, to model the impact of RTB on the diffusion of user tracking data in the advertising ecosystem.  ...  Any opinions, findings, and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the NSF.  ... 
doi:10.1515/popets-2018-0033 dblp:journals/popets/BashirW18 fatcat:rrk37npbjrdjvblgwa2r2sc6ni

Network Analysis of Third Party Tracking: User Exposure to Tracking Cookies through Search

Richard Gomer, Eduarda Mendes Rodrigues, Natasa Milic-Frayling, M.C. Schraefel
2013 2013 IEEE/WIC/ACM International Joint Conferences on Web Intelligence (WI) and Intelligent Agent Technologies (IAT)  
Internet advertisers reach millions of customers through practices that real time tracking of users' online activities.  ...  There is 99.5% chance that a user will become tracked by all top 10 trackers within 30 clicks on search results. Finally, the third party networks exhibit properties of the small world networks.  ...  An adverting ecosystem comprises advertizers who use advertising agencies to bid for ad spaces supplied by Web publishers. Ad exchange services facilitatte bidding on ad spaces.  ... 
doi:10.1109/wi-iat.2013.77 dblp:conf/webi/GomerRMS13 fatcat:nqunm5r6tnewdhybe4vqjfuiva

Online advertising: Analysis of privacy threats and protection approaches

José Estrada-Jiménez, Javier Parra-Arnau, Ana Rodríguez-Hoyos, Jordi Forné
2017 Computer Communications  
We first analyze the threats and potential privacy attackers in this scenario of online advertising.  ...  Online advertising, the pillar of the "free" content on the Web, has revolutionized the marketing business in recent years by creating a myriad of new opportunities for advertisers to reach potential customers  ...  This work was partly funded by the European Commission through the project H2020-644024 "CLARUS", the Spanish Ministry of Economy, Industry and Competitiveness (MINECO) through the projects TEC2014-54335  ... 
doi:10.1016/j.comcom.2016.12.016 fatcat:qkct7qifnnahxd4tvlau3e6wiy

Your Echos are Heard: Tracking, Profiling, and Ad Targeting in the Amazon Smart Speaker Ecosystem [article]

Umar Iqbal, Pouneh Nikkhah Bahrami, Rahmadi Trimananda, Hao Cui, Alexander Gamero-Garrido, Daniel Dubois, David Choffnes, Athina Markopoulou, Franziska Roesner, Zubair Shafiq
2022 arXiv   pre-print
To bridge the gap, we build an auditing framework that leverages online advertising to measure data collection, its usage, and its sharing by the smart speaker platforms.  ...  Smart speaker interaction leads to as much as 30X higher ad bids from advertisers.  ...  Since header bidding protocol [27] allows to observe bid values at the client side, we collect ad bids and ad images on header bidding supported websites.  ... 
arXiv:2204.10920v3 fatcat:ythrjoc5tjgxzjwyopjclgrkdm

Annoyed Users

Enric Pujol, Oliver Hohlfeld, Anja Feldmann
2015 Proceedings of the 2015 ACM Conference on Internet Measurement Conference - IMC '15  
Content and services which are offered for free on the Internet are primarily monetized through online advertisement.  ...  We complement previous work, which focuses on active measurements, by characterizing ad-traffic in the wild, i.e., as seen in a residential broadband network of a major European ISP.  ...  Acknowledgments We would like to thank the anonymous reviewers and Philipp Richter for their constructive feedback.  ... 
doi:10.1145/2815675.2815705 dblp:conf/imc/PujolHF15 fatcat:d3ppj5myjjcsffseazubsz2jya

A Longitudinal Analysis of the ads.txt Standard

Muhammad Ahmad Bashir, Sajjad Arshad, Engin Kirda, William Robertson, Christo Wilson
2019 Proceedings of the Internet Measurement Conference on - IMC '19  
Programmatic advertising provides digital ad buyers with the convenience of purchasing ad impressions through Real Time Bidding (RTB) auctions.  ...  overall transparency in programmatic advertising.  ...  Any opinions, findings, and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the NSF.  ... 
doi:10.1145/3355369.3355603 dblp:conf/imc/BashirAKRW19 fatcat:cioxyep5brdv3jchswykxn75gi

The techno-economic landscape of OBA [chapter]

2021 Regulating Online Behavioural Advertising Through Data Protection Law  
the advertising ecosystem.  ...  This practice is known as 'cookie matching'. 36 The use of cookie matching has profound implications for the entire online profiling ecosystem -not only in a technical sense, but also in a financial  ... 
doi:10.4337/9781839108303.00010 fatcat:nfk4cbhm25cmleqbowcentb7g4

YourAdvalue: Measuring Advertising Price Dynamics without Bankrupting User Privacy [article]

Michalis Pachilakis and Panagiotis Papadopoulos and Nikolaos Laoutaris and Evangelos P. Markatos and Nicolas Kourtellis
2021 arXiv   pre-print
Using YourAdvalue, we measure desktop RTB prices in the wild, and compare them with desktop and mobile RTB prices reported by past work.  ...  The Real Time Bidding (RTB) protocol is by now more than a decade old.  ...  These results reflect only the authors' view and the Commission is not responsible for any use that may be made of the information it contains.  ... 
arXiv:1907.10331v2 fatcat:2xirvisz7zaylpbyc5ogpq7hhm

Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting [article]

Jun Wang, Weinan Zhang, Shuai Yuan
2017 arXiv   pre-print
The most significant progress in recent years in online display advertising is what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads.  ...  In this monograph, an overview is given of the fundamental infrastructure, algorithms, and technical solutions of this new frontier of computational advertising.  ...  The various players of online display advertising and the ecosystem: 1. The advertiser creates campaigns in the market. 2.  ... 
arXiv:1610.03013v2 fatcat:f2ewm5rdhzfi3pdndao4uww6re

WebGraph: Capturing Advertising and Tracking Information Flows for Robust Blocking [article]

Sandra Siby, Umar Iqbal, Steven Englehardt, Zubair Shafiq, Carmela Troncoso
2021 arXiv   pre-print
By building features around the actions that are fundamental to advertising and tracking - storing an identifier in the browser, or sharing an identifier with another tracker - WebGraph performs nearly  ...  In this paper, we first demonstrate that the state-of-the-art machine learning based ad and tracker blockers, such as AdGraph, are susceptible to adversarial evasions deployed in real-world.  ...  To target ads, online advertising relies on the intertwined tracking ecosystem that uses cookies for cross-site tracking.  ... 
arXiv:2107.11309v2 fatcat:7xte34l65zdybo3vglws74m6pa

Google as a de facto privacy regulator: Analyzing Chrome's removal of third-party cookies from an antitrust perspective

Damien Geradin, Dimitrios Katsifis, Theano Karanikioti
2020 Social Science Research Network  
Online advertising is what funds free online content.  ...  The header bidding code would then use the available information (contextual bids, ad server data and interest group bids) to run a final auction and choose the winning ad.  ...  We then discuss the fundamental use cases in online display advertising (Section C).  ... 
doi:10.2139/ssrn.3738107 fatcat:ljpftxnvkjbpbdbas4qn3byyfa
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