Online Advertising

Online Advertising

This assignment is divided into three chapters: 1) Web tracking countermeasures 2) Limitations of protection techniques 3) Web tracking – Regulation/legal situation.
In bold are the sources (please see uploaded documents as well as listed websites) on which the assignment must be based and the information is provided. The main task
is to summarize, paraphrase the mentioned information and include certain tables/figures as indicated in this instructions document (copy & paste is fine with
according citation please). The writer is free to add additional academic or web sources in order to improve the flow and comprehension. Wikipedia sources are only
meant for consultation, inspiration and better understanding, please don’t cite Wikipedia. Sometimes, several sources describe the same concepts (e.g. motives for web
tracking), just extract the relevant information of both and then cite both at the end of the paragraph. Please also feel free to add new sources if these sources
aren’t sufficient to cover the topic. Also, feel free to include new sections/content that I’ve maybe overseen or forgotten to list. IMPORTANT: please include
citations of all the sources where info has been extracted at the end of each paragraph (if possible). The approximate number of pages that should be written is
indicated behind each chapter and is indicative of the depth of information expected. PLEASE feel free to contact me via online chat in case of any further
clarifications. Thank you in advance

Web tracking countermeasures (approx. 3-5 pages)
• Chapter 5 ETHICS IN WEB ANALYTICS (include minimum duties of organizations that collect data), Chapter 5.1 Privacy enhancing technologies
Shaya_ Web Analytics
• Chapter VI. PRIVACY-ENHANCING TECHNOLOGIES (A-F)
Schmuecker_Web Tracking Seminar Paper
• Chapter IX. METHODS AND TOOLS FOR AVOIDING AND AUDITING TRACKING (A-M, no tables, only descriptions)
Bujlow_Web Tracking: Mechanisms, Implications, and Defenses
• Chapter 5 Defenses
Roesner_ Detecting and Defending Against Third-Party Tracking on the Web
• Chapter IX. USER CHOICE MECHANISMS
Mayer_Third-Party Web Tracking: Policy and Technology
• Browser extensions such as: www.ghostery.com (describe what is it)
• ABSTRACT: Enabling the generation of curated blacklists (mention in 1-2 sentences that there are methodologies that automatically detect services and enable
the generation of curated blacklists, but have not yet been implemented)
Metwalley_Unsupervised Detection of Web Trackers
• ABSTRACT: Popularity of Privacy Enhancer Plugins (mention that those popular web extensions that may improve personal protection, e.g., DoNotTrackMe, are
actually installed by ONLY a handful of users (3.5%) -> need to increase awareness of users etc.)
Metwalley_The Online Tracking Horde
Limitations of protection techniques (approx. 1-2 pages)
• Chapter 5. LIMITATIONS OF PROTECTION TECHNIQUES
Krishnamurthy_Privacy diffusion on the web
• Chapter 3.1 Impact on Page Functionality and Quality, Chapter 5. RESULTS
(mention the Privacy vs quality tradeoff and the study results that show a detrimental impact on page quality (error, warning, quality degradation…))
Krishnamurthy_Measuring privacy loss and the impact of privacy protection in web browsing
Web tracking – Regulation/legal situation (approx. 5-7 pages incl. tables/figures)
• Chapter III. PRIVACY PROBLEMS (A. Information Available, B. Identi?ability (brief description of the 5 ways), C. Possible Harms)
Mayer_Third-Party Web Tracking: Policy and Technology

User desires/wishes
• See Abstract: “surveys have consistently demonstrated that consumers want control over web tracking…” “Contrary to what many marketers claim, most adult
Americans (66%) do not want marketers to tailor advertisements to their interests…”
Turow_Americans Reject Tailored Advertising and Three activities that enable it
Bau _ a promising direction for web tracking countermeasures
• Chapter III D. User preferences
Mayer_Third-Party Web Tracking: Policy and Technology (page 416)
• Introduction: “( 1 ) Refusals to reveal information have risen over time, and ( 2 ) Older people are much less likely to reveal information than
are younger people.” -> There are shifts in Privacy Concerns over time
Goldfarb_Tucker_2012_Shifts in Privacy Concerns_AER
Consideration of government intervention into the treatment of privacy
• See chapter Literature Review page 8 and 9 (mention in 2-3 sentences the tradeoff between advantages such as: targeting creates large benefits to customers and
firms (innovation) as well as Targeted advertising promises to reduce wasted advertising vs disadvantages such as: Exploitation of customer information (privacy
violation))
Aziz_Telang_2015_What is Cookie Worth_WP
• The Privacy Dilemma page 32-33: “three potential problems arise that could warrant the consideration of government intervention into the treatment of privacy
by the online advertising industry… “ (describe the three potential cases for government intervention and the mentioned regulation advantages/disadvantages)
Evans_The Online Advertising Industry Economics Evolution and Privacy
Self regulation
• Chapter IV. REVISED PRINCIPLES (mention the 5 principles each with a 1 sentence description as well as the fact that these principles are only guidelines for
self-regulation)
FTC_Self-regulatory principles for online behavioral advertising
• https://en.wikipedia.org/wiki/Online_advertising#Regulation
Legal regulation
• Chapter 5. DISCUSSION (include description of table 5 (Comparison of data protection and data transferring across different countries), Regulatory framework
(EU,US,GER), and Regulatory regimes between jurisdictions)
Falahrastegar_Anatomy of the Third-Party Web Tracking Ecosystem
• Chapter IV. REGULATION AND SELF-REGULATION
Mayer_Third-Party Web Tracking: Policy and Technology
• Chapter VII. LEGAL SITUATION AND PROPOSED BILLS
Schmuecker_Web Tracking Seminar Paper
Do not track legislation
• https://en.wikipedia.org/wiki/Do_Not_Track_legislation (describe rather extensively in a paragraph what it is and why it’s important)
Regulation of Online Social networks (ONS)
• Chapter 1. INTRODUCTION (“OSNs do have privacy policies on which OSN users rely when setting up and maintaining their account…”)
Krishnamurthy_ On the Leakage of Personally Identi?able Information Via Online Social Networks
• Chapter 6 The “opt out” mechanism proposed by Facebook (see pages 22-23 “The findings suggest that there is no difference between North American and European
opt-out sites in terms of their effects on tracking of Facebook users…” -> describe the findings and the subsequent ineffectivity of such opting-out proposal)
ACAR_Facebook Tracking Through Social Plug-ins

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