Internet Jones and the Raiders of the Lost Trackers
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1 Internet Jones and the Raiders of the Lost Trackers An Archaeological Study of Web Tracking from 1996 to 2016 Adam Lerner* Anna Kornfeld Simpson* *Joint First Authors in Alphabetical Order Tadayoshi Kohno Franziska Roesner 1
2 Third Party Web Tracking 1. Third party web tracking is important 2. We should be studying web tracking over time 2
3 What is Third Party Web Tracking? I know that user "d04874f3" has visited these sites: tracker.com news.google.com weather.com twitch.tv hulu.com imdb.com foxnews.com zappos.com honda.com jetblue.com 3
4 4
5 Being watched has chilling effects Views and edits of privacy-related Wikipedia articles reduced after leaks of NSA surveillance activities* People donate more for communal coffee when a picture of watching eyes is posted near the coffee** *Penney, Jon. "Chilling Effects: Online Surveillance and Wikipedia Use."Berkeley Technology Law Journal (2016). **Bateson M, Nettle D, Roberts G. Cues of being watched enhance cooperation in a real-world setting. Biology Letters. 2006;2(3): doi: /rsbl
6 Web Tracking 1. Third party web tracking is important 2. We should be studying web tracking over time 6
7 We should study web tracking over time Gomer et al. '13 Roesner, Kohno, and Wetherall '12 Eubank et al. '13 Krishnamurthy and Wills ' Mayer and Mitchell '12 Englehardt et al. '
8 We should study web tracking over time Gomer et al. '13 Roesner, Kohno, and Wetherall '12? 1996 Eubank et al. '13 Krishnamurthy and Wills ' Mayer and Mitchell '12 Englehardt et al. '
9 Time Travel 9
10 Time Travel 10
11 11
12 The Wayback Machine 12
13 The Wayback Machine 13
14 ~11 petabytes of web sites archived! 14
15 ~11 petabytes of web sites archived! Includes JavaScript! HTTP headers! CSS! Images! Hosted on web servers! 15
16 The Wayback Machine enables us to perform retrospective web measurements 16
17 This Talk A 20 year longitudinal study of third party web tracking, performed using archival web data 17
18 Abstract 18
19 Abstract Insight: Web archives exist (e.g., Wayback Machine) 19
20 Abstract Insight: Web archives exist (e.g., Wayback Machine) Challenges: Web archives are sometimes 1. incomplete & 2. inconsistent 20
21 Abstract Insight: Web archives exist (e.g., Wayback Machine) Challenges: Web archives are sometimes 1. incomplete & 2. inconsistent Tool: TrackingExcavator 21
22 Abstract Insight: Web archives exist (e.g., Wayback Machine) Challenges: Web archives are sometimes 1. incomplete & 2. inconsistent Tool: TrackingExcavator Validation: Comparison of archival measurements to ground truth 22
23 Abstract Insight: Web archives exist (e.g., Wayback Machine) Challenges: Web archives are sometimes 1. incomplete & 2. inconsistent Tool: TrackingExcavator Validation: Comparison of archival measurements to ground truth Measurement Results: A picture of web tracking over the last 20 years 23
24 Background How does Third Party Web Tracking Work? A first-party is a domain to which a user goes intentionally, by typing a URL or clicking a link. A third-party is a domain whose content is embedded in a first-party web page. 24
25 Background How does Third Party Web Tracking Work? A first-party is a domain to which a user goes intentionally, by typing a URL or clicking a link. If a third party is able to link together A third-party is a domain whose content is embedded in a a subset of a person's browsing first-party web page. history, we call this ability 3rd Party Web Tracking. 25
26 Background How does Third Party Web Tracking Work? logo tracker.com ad 26
27 Background How does Third Party Web Tracking Work? logo tracker.com ad theonion.com 27
28 Background How does Third Party Web Tracking Work? logo tracker.com ad theonion.com 28
29 Background How does Third Party Web Tracking Work? logo tracker.com ad theonion.com 29
30 Background How does Third Party Web Tracking Work? logo tracker.com ad 30
31 Background How does Third Party Web Tracking Work? logo tracker.com ad 31
32 Background How does Third Party Web Tracking Work? logo Set this cookie: id=789 tracker.com ad Browsing profile for user 789: theonion.com 32
33 Background How does Third Party Web Tracking Work? logo Set this cookie: id=789 tracker.com ad tracker.com: id=789 Browsing profile for user 789: theonion.com 33
34 Background How does Third Party Web Tracking Work? logo tracker.com ad tracker.com: id=789 Browsing profile for user 789: theonion.com logo ad 34
35 Background How does Third Party Web Tracking Work? logo tracker.com ad tracker.com: id=789 Browsing profile for user 789: theonion.com logo ad cnn.com 35
36 Background How does Third Party Web Tracking Work? logo tracker.com ad tracker.com: id=789 Browsing profile for user 789: theonion.com logo ad cnn.com 36
37 Background How does Third Party Web Tracking Work? logo tracker.com ad tracker.com: id=789 Browsing profile for user 789: theonion.com logo ad 37
38 Background How does Third Party Web Tracking Work? logo tracker.com ad tracker.com: id=789 Browsing profile for user 789: theonion.com logo ad My cookie is: id=789 38
39 Background How does Third Party Web Tracking Work? logo tracker.com ad tracker.com: id=789 Browsing profile for user 789: theonion.com, cnn.com logo ad My cookie is: id=789 39
40 Background How does Third Party Web Tracking Work? logo tracker.com ad tracker.com: id=789 Browsing profile for user 789: theonion.com, cnn.com logo ad My cookie is: id=789 40
41 Background How does Third Party Web Tracking Work? logo tracker.com ad tracker.com: id=789 Browsing profile for user 789: theonion.com, cnn.com logo ad 41
42 Contributions TrackingExcavator, our Tool Challenges of Retrospective Measurement Validation of Archival Data vs. Ground Truth Measurement Results: A 20 Year Picture of Web Tracking 42
43 Contributions TrackingExcavator, our Tool Challenges of Retrospective Measurement Validation of Archival Data vs. Ground Truth Measurement Results: A 20 Year Picture of Web Tracking 43
44 Our Tool, TrackingExcavator, and the Challenges of Retrospective Measurements 44
45 TrackingExcavator 45
46 TrackingExcavator Input Munging 46
47 TrackingExcavator Input Munging Automatic Browsing 47
48 TrackingExcavator Input Munging Automatic Browsing 48
49 TrackingExcavator Input Munging Automatic Browsing Data Analysis & Visualization 49
50 What Makes this Hard? Cookies don't work in the archive Incomplete archives Inconsistent archives ("anachronisms") 50
51 Cookies don't work in the archive Set-cookie: id=789 becomes... X-Archive-Orig-Set-cookie: id=789 51
52 TrackingExcavator Cookie simulation Input Munging Automatic Browsing Data Analysis & Visualization 52
53 What Makes this Hard? Cookies are weird in archival environments Incomplete archives Inconsistent archives ("anachronisms") 53
54 Incomplete Archives Set-cookie: id=789 Set-cookie: oatmeal=raisin Set-cookie: chocolate=chip 54
55 55
56
57 57
58 Fortunately, we can still count requests to missing resources! 58
59 59
60 Robots.txt files User-agent: * Disallow: /search Allow: /search/about Disallow: /sdch Disallow: /groups Disallow: /index.html? Disallow: /? Allow: /?hl= Disallow: /?hl=*& Allow: /?hl=*&gws_rd=ssl$ Disallow: /?hl=*&*&gws_rd=ssl Allow: /?gws_rd=ssl$ Allow: /?pt1=true$ Disallow: /imgres... 60
61 Robots.txt files The Wayback Machine respects these preferences retroactively! User-agent: * Disallow: /search Allow: /search/about Disallow: /sdch Disallow: /groups Disallow: /index.html? Disallow: /? Allow: /?hl= Disallow: /?hl=*& Allow: /?hl=*&gws_rd=ssl$ Disallow: /?hl=*&*&gws_rd=ssl Allow: /?gws_rd=ssl$ Allow: /?pt1=true$ Disallow: /imgres... 61
62 TrackingExcavator Input Munging Automatic Browsing Data Analysis & Visualization 62
63 Inconsistent Archives 63
64 From 64
65 From 65
66 Block non-archival web requests Input Munging Automatic Browsing 66
67 Timestamp filtering Input Munging Automatic Browsing Data Analysis & Visualization 67
68 Contributions TrackingExcavator, our Tool Challenges of Retrospective Measurement Validation of Archival Data vs. Ground Truth Measurement Results: A 20 Year Picture of Web Tracking 68
69 Validation of Archival Data 69
70 Validation of Archival Data vs. Ground Truth UW NSDI 2012 paper* (and follow-up measurements) provided a taxonomy of web tracking and ground truth data over the last 5 years *Roesner, Franziska, Tadayoshi Kohno, and David Wetherall. "Detecting and defending against third-party tracking on the web." Proceedings of the 9th USENIX conference on Networked Systems Design and Implementation. USENIX Association,
71 Archival trends reflect ground truth trends 71
72 Contributions TrackingExcavator, our Tool Challenges of Retrospective Measurement Validation of Archival Data vs. Ground Truth Measurement Results: A 20 Year Picture of Web Tracking 72
73 Measurement Results 73
74 Measurement Results "Web Tracking has Increased Over Time" 1. Number of trackers 2. Type of tracking employed 3. Coverage of top trackers 74
75 Measurement Results "Web Tracking has Increased Over Time" 1. Number of trackers 2. Type of tracking employed 3. Coverage of top trackers 75
76 76
77 Measurement Results "Web Tracking has Increased Over Time" 1. Number of trackers 2. Type of tracking employed 3. Coverage of top trackers 77
78 78
79 79
80 The power of individual trackers has grown over time. Individual companies know more about your browsing history than they did before. 80
81 google-analytics.com 81
82 Individual companies' choices are important to your privacy Transparency is important 82
83 The "Worst" Days of the Web
84 The Worst Days of the Web accessed Aug
85 The "Worst" Days of the Web Popups enable stronger tracking 85
86 The "Worst" Days of the Web
87 The "Worst" Days of the Web 2004: Internet Explorer starts popup-blocking by default
88 The "Worst" Days of the Web The choices of browser manufacturers, even those unrelated to tracking, 30 third-party popups influence the way trackers behave (top 500 sites) significantly
89 We should study web tracking over time Gomer et al. '13 Roesner, Kohno, and Wetherall '12 Eubank et al. '13 Krishnamurthy and Wills ' Mayer and Mitchell '12 Englehardt et al. ' The Future This Work 89
90 Adam, Anna, Yoshi, & Franzi say: "Thanks!" Insight: Web archives exist (Wayback Machine) Challenges: Web Archives are sometimes 1. incomplete & 2. inconsistent Tool: TrackingExcavator Validation: Comparison of archival measurements to ground truth Measurement Results: A 20 year picture of third party web tracking 90
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