mytrackingchoices: pacifying the ad-block war by enforcing...
TRANSCRIPT
MyTrackingChoices:PacifyingtheAd-BlockWarbyEnforcing
UserPrivacyPreferences
114/06/16
WEIS,2016UniversityofCalifornia,Berkeley
Ad-supportedeconomicmodeloftheWeb
isunderthreattoday!
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publishers(adindustry)
users(adblockingsoNware)
AdBlockWar
Whyad-supportedeconomyindanger
intrusiveandannoyingadsprivacy-invasiveadsadsareasourceofmalwareadsslowdownthepageloadingnetworkbandwidthconsumpPonetc.
userswereprovidedwithradicaltools– i.e.,toolsthatblockALLads
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basically,allthereasonswhypeoplestartedto
blockadsinthefirstplace1
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Effortsforeconomicrevival
1. variousself-regulatroyiniPaPves– AcceptableAds– L.E.A.N.program– YourOnlineChoices– YourAdChoices– DNT
2. toolswithsomefine-grainedopPonsforusers– userscanwhite-listorblack-listtrackers(adverPsers)– userscanwhite-listorblack-listadomain
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Self-regulatoryiniPaPvesdonotwork
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Lackoftechnicalenforcementistherootproblem!
Currentfine-grainedopPons
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blockingbasedonthird-partyor
blockingonperdomainbasis
notusable
donotmakesensefromuserperspecPve(usersonlycareabouttheirbrowsingprofile)
Ourapproach
• technicalenforcementofuserchoices– shouldnotrelyonself-regulaPon
• fine-grainedopPonsoverthereasonswhypeopleblockads– thatareusableanddomakesenseforusers
• hasthepotenPaltorevivead-supportedeconomicmodel
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Fine-grainedopPons(1)
• w.r.t.privacy– letusersdecidewherethey’reokornottogettracked
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Profile Allowed?
Adult ✖
Sports ✔
Health ✖
Economy ✔
… …
(Donot)TrackMeSome1mes:Users’ContextualPreferencesforWebTracking,PETS,2016
userswouldbeabletocontroltheprofile
trackershave
Fine-grainedopPons(2)
• w.r.t.intrusiveness– maximumnumberofadsperpage(onpageswhereusersareoktobetracked)
– type,size,placementofads
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MyTrackingChoices(MTC)
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MyTrackingChoices
fine-grainedopPonsoverprivacy(tracking)
KeyworkingassumpPonsomecategories(adult,health,etc.)aremoreprivacy-sensiPvethanothers(sports,fashion)
anaeempttofindatrade-offbetweenprivacy
andeconomy
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categories decision
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category decision
CategorizaPon• perwebpagebasis(≠perdomain)
Benefitswebsite:adswouldbeblockedonlyonsensiPve-categorywebpages(mostrevenuepreserved)
user:cantechnicallycontrolhisprofileyetconPnuereceivingfreecontent
• Apageiscategorizedlocallybasedon– domains/subdomains/hostname– unigramsandbigrams
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CanMTCpacifytheAd-BlockWar?
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Ad-BlockWar
Publishers
Users
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Adtech AdBlockingtech
Ad-BlockWar
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[1]AdblockingandCounter-Blocking:ASliceoftheArmsRace,arxiv,2016
[2]AFirstLookatAd-BlockDetec1on–ANewArmsRaceontheWeb,arxiv,2016
EvaluaPonofdatafromMTCusers
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Dataset
• 96users– whobrowsed20ormorewebpagesandconfigured,atleast,oncetheirtrackingopPons
– foundtheextensiononChromeWebStoreindependentlyorthroughvariouspublicitychannels
• FromJanuary11toFebruary20,2016
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Blockedcategories
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MoreusersblockedsensiPvecategories
30%usersblockedallcategories!
Othereconomicmodelsneeded!
DistribuPonBlocked/AllowedURLs
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Intotal,only33.19%ofbrowsedwebpageswereblocked.
DistribuPonBlocked/AllowedAds
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23.8%adswereblockedoverall.
2015loss(21.8à5.18billion)
Conclusions
• giveusersfine-grainedcontroloverthereasonswhytheystartedtoblockads– win-winsituaPonforallstakeholders
• provideuserswithtoolsthattechnicallyenforcetheirchoices(noself-regulaPon!)– sucheffortshavethepotenPaltopacifythecurrentad-blockwar
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TODOs
• provideuserswithfine-grainedcontrolw.r.t.intrusiveness
• makeMyTrackingChoicesarealproduct(andnotjustresearchprototype)
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Announcements
Pleasedownload,use,andgivefeedbackonMTCforGoogleChrome
heps://chrome.google.com/webstore/detail/mytrackingchoices/fmonkjimgifgcgeocdhhgbfoncmjclka?hl=fr
MozillaFirefoxversioncomingsoon!
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ThanksforyouraeenPon!QuesBons?
Projectwebpage:heps://myrealonlinechoices.inrialpes.frWatchonYouTube:heps://youtu.be/mzB1hXhqYBE
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