Measuring third party tracker power across web and mobile [article]

Reuben Binns, Jun Zhao, Max Van Kleek, Nigel Shadbolt
2018 arXiv   pre-print
Third-party networks collect vast amounts of data about users via web sites and mobile applications. Consolidations among tracker companies can significantly increase their individual tracking capabilities, prompting scrutiny by competition regulators. Traditional measures of market share, based on revenue or sales, fail to represent the tracking capability of a tracker, especially if it spans both web and mobile. This paper proposes a new approach to measure the concentration of tracking
more » ... lity, based on the reach of a tracker on popular websites and apps. Our results reveal that tracker prominence and parent-subsidiary relationships have significant impact on accurately measuring concentration.
arXiv:1802.02507v1 fatcat:pxcubny66rerljte2jv4aoihge