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report.lyx
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report.lyx
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\pdf_title "Master’s thesis"
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\begin_layout Title
Master’s thesis
\begin_inset Newline newline
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(Preliminary title)
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\end_inset
\begin_inset Newline newline
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Swedes Online: You Are More Tracked Than You Think
\end_layout
\begin_layout Author
Joel Purra
\begin_inset Newline newline
\end_inset
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LatexCommand href
target "mig@joelpurra.se"
type "mailto:"
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, joepu444
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+46-70-3521212
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\begin_layout Date
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status open
\begin_layout Plain Layout
\backslash
versionortoday
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\end_inset
\end_layout
\begin_layout Abstract
How many companies are tracking you online, and how much information does
the average Swede leak while using popular .se websites? Many, and a lot
- more than you think.
Large organizations
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
like A, B and C
\end_layout
\end_inset
are able to connect the dots you leave behind during everyday usage, and
construct a persona that reflects you from their perspective.
Have you told your family, friends or colleagues about your gambling addiction,
your sex toy purchases or your alcoholism?
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Replace with different scary personal information.
\end_layout
\end_inset
Even if you didn't tell anyone your deepest secrets, these companies might
conclude that they can put labels on you by looking at everything you do
online.
And now they are selling it as hard facts behind the scenes.
\end_layout
\begin_layout Abstract
While browsing the web users are both actively and passively being tracked
by multiple companies, for the purpose of building a persona for targeted
advertising.
Sometimes the data collection is visible, as in social network sites and
questionnaires, but it's most common in the form of different kinds of
external resources which may or may not serve a purpose other than keeping
track of your every click.
Tracking code is installed on web pages that have adverts as well as those
that do not - the spread and reach of tracking across web pages and domains
of different kinds increases the quality of the user data collected and
inferred, making it more valuable for advertising purposes.
With the extent of the use of trackers and other external resources largely
unknown and ever evolving, what is already known raises privacy concerns
- data considered personal leak without the user's knowledge or explicit
permission and end up in privately owned databases for further distribution.
Data collection is the new wild west, and you are the new cattle.
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Or Klondike and gold?
\end_layout
\end_inset
\end_layout
\begin_layout Abstract
To show the overlap between different domains, front pages of approximately
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{900}
\end_layout
\end_inset
Swedish top sites and
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{13000}
\end_layout
\end_inset
randomly selected .se domains were visited and their resources, including
those dynamically loaded, recorded.
Resources were grouped by mime type, URL protocol, domain, path, if it
matches the domain the request originated from and compared to lists of
known trackers.
In this thesis I show the use of resources internal versus external to
the entry domain, which the most common confirmed trackers are, what spread
they have and how much the average Swedish internet user can expect to
be tracked by visiting some of the most import and popular sites in Sweden.
\end_layout
\begin_layout Standard
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\begin_layout Chapter
Introduction
\end_layout
\begin_layout Standard
This thesis is being written in the office of - and in collaboration with
- .SE (The Internet Infrastructure Foundation), who graciously supported
me with domain data and internet knowledge.
\end_layout
\begin_layout Section
Context
\end_layout
\begin_layout Standard
Part of .SE’s research efforts include continuously analyzing internet infrastruc
ture and usage in Sweden.
Yearly reports convey the status of, for example,
\emph on
Swedes and the internet
\emph default
and
\emph on
.se health status
\emph default
\begin_inset CommandInset citation
LatexCommand cite
key "Lowinder:2012:healthstatus"
\end_inset
to the public, both in Swedish
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "https://www.iis.se/lar-dig-mer/rapporter/"
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and English
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "https://www.iis.se/english/reports/"
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\end_layout
\end_inset
.
Information and statistics are also published on a separate portal, in
collaboration with other organizations.
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "https://www.iis.se/vad-vi-gor/internetstatistik/"
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\end_inset
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\begin_layout Standard
The report
\emph on
.se health status
\emph default
is based on data collected from around
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{900}
\end_layout
\end_inset
.se domain names deemed of importance to the Swedish society as a whole,
as well as random selection of 1% of the registered .se domain names.
The research is focused on statistics about usage and security in DNS,
IP, web and e-mail; the target audience is IT strategists, executives and
directors.
The thesis subject has been selected to be in line with the
\emph on
.se health status
\emph default
reports; results may be included in future reports, and code reused by
both those reports and potentially other tools like .SE's public tool
\emph on
Domain Check
\emph default
.
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Add link to Domain Check.
\end_layout
\end_inset
Data for the reports is analyzed and summarized by Anne-Marie Eklund Löwinder,
a world-renown DNS and security expert
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "https://www.iis.se/bloggare/anne-marie/"
\end_inset
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\end_inset
, while the technical aspects and tools are under the supervision of Patrik
Wallström, a well known DNSSEC expert and free and open source software
advocate
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "https://www.iis.se/bloggare/pawal/"
\end_inset
\end_layout
\end_inset
.
\end_layout
\begin_layout Section
People
\end_layout
\begin_layout Description
Student Joel Purra, master student for a Master of Science in Information
Technology and Engineering, Linköping University, Sweden.
\end_layout
\begin_layout Description
University
\begin_inset space ~
\end_inset
examiner Niklas Carlsson, Associate Professor (Swedish: docent and universitetsl
ektor) at Division for Database and Information Techniques (ADIT), Department
of Computer and Information Science (IDA), Linköping University, Sweden.
\end_layout
\begin_layout Description
Company
\begin_inset space ~
\end_inset
supervisor Patrik Wallström, Project Manager within R&D, .SE (The Internet
Infrastructure Foundation), Sweden.
\end_layout
\begin_layout Description
Company
\begin_inset space ~
\end_inset
supervisor Staffan Hagnell, Head of New Businesses, .SE (The Internet Infrastruct
ure Foundation), Sweden.
\end_layout
\begin_layout Section
About The Internet Infrastructure Foundation
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "https://www.iis.se/"
\end_inset
\end_layout
\end_inset
(.SE)
\end_layout
\begin_layout Standard
.SE is also known as Stiftelsen för internetinfrastruktur (IIS).
\end_layout
\begin_layout Standard
The Internet Infrastructure Foundation is an independent organization, responsib
le for the Swedish top level domain, and working for the benefit of the
public that promotes the positive development of the internet in Sweden.
Their head office is in Stockholm.
In 2012 they had 61 employees and a turnover of almost
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{120}
\end_layout
\end_inset
MSEK.
\begin_inset CommandInset citation
LatexCommand cite
key ".SE:2013:annualreport"
\end_inset
\end_layout
\begin_layout Chapter
Background
\end_layout
\begin_layout Standard
In everyday web browsing, browsers routinely access a lot of material from
other domains or services than the one visited.
\begin_inset CommandInset citation
LatexCommand cite
key "Feldmann:2004:MEI:1028788.1028833"
\end_inset
These external resources vary from content that the user explicitly want
to obtain, to implicitly loaded third party services, ads, and non-visible
resources with the sole purpose of collecting user data and statistical
material.
\begin_inset CommandInset citation
LatexCommand cite
key "Krishnamurthy:2006:CMC:1135777.1135829"
\end_inset
All are downloaded on behalf of the user with no or few limitations, and
oftentimes without the user's need, understanding and explicit consent.
These external resources can all be seen as browsing habit trackers, whose
knowledge and power increase with any additional visits to other domains
or services loading the same resources.
\begin_inset CommandInset citation
LatexCommand cite
key "Malandrino:2013:PAI:2517840.2517868"
\end_inset
\end_layout
\begin_layout Section
Trackers are a commercial choice
\end_layout
\begin_layout Standard
While online privacy has been in the spotlight due to recently uncovered
mass surveillance operations, the focus has been on national government
intelligence agencies collecting information around the globe.
They have been able to intercept traffic data and metadata by, among several
techniques, covertly hooking into the internet infrastructure and passively
listening.
In contrast, external resources are approved by and actively installed
by site and service owners, and presented openly to users with basic technical
skills and tools.
Reasons can be technical, for example because distributing resources among
systems improves performance.
Other times it is because there are positive network effects in using a
third-party social network to promote content and products.
More and more commonly, allowing a tracker to be installed can also become
a source of income - data aggregation companies pay for access to users'
data on the right site with the right quantity and quality of visitors.
Because these external resources are used on behalf of the service, they
are also loaded when end-to-end encryption with HTTPS is enabled for enhanced
privacy and security.
This encryption by-pass gives these private trackers more information than
possible with large-scale passive traffic interception, even when there
is a security nullifying mixture of encrypted and unencrypted connections.
\end_layout
\begin_layout Section
What is known by trackers?
\end_layout
\begin_layout Standard
Depending on what activities a user performs online, different things can
be inferred by trackers on sites where they are installed.
For example, a tracker on a news site can draw conclusions about interests
from content a user reads (or choses
\emph on
not
\emph default
to) by tagging articles with refined keywords and creating an interest
graph.
\begin_inset CommandInset citation
LatexCommand cite
key "Kumar:2013:GBT:2522548.2523129"
\end_inset
The range of taggable interests of course depend on the content of the
news site.
Private and sensitive information leaked to third party sites during typical
interaction with some of the most popular sites in the world include personal
identification (full name, date of birth, email, ip address, geolocation)
and sensitive information (sexual orientation, religious beliefs, health
issues).
\begin_inset CommandInset citation
LatexCommand cite
key "Malandrino:2013:PAI:2517840.2517868"
\end_inset
Social buttons, allowing users to share links with a simple click, are
tracking users whether they are registered, logged in or not.
\begin_inset CommandInset citation
LatexCommand cite
key "Roosendaal:2010:likethis"
\end_inset
They are especially powerful when the user is registered and logged in,
combining the full self-provided details of the user with their browsing
habits - all within the bounds of the services' privacy policies agreed
to by the user.
Once a user has provided their personal information, it is no longer just
the individual browser or device being tracked, but the actual person using
it - even after logging out.
\begin_inset CommandInset citation
LatexCommand cite
key "Kontaxis:2012:PSP:2362793.2362823,Krishnamurthy:2008:CPO:1397735.1397744"
\end_inset
This direct association, as opposed to inferred, to the person also allows
for tracking across devices where there is an overlap of services used.
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Find a reference for cross device tracking.
\end_layout
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What is the information used for?
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Publishers reserve areas of their web pages for displaying different kinds
and sizes of advertisements alongside content.
Ads chosen for the site may be aligned with the content but it is more
valuable the more is known about the visitors.
Combining and aggregating information from past visitors means that more
information can be assumed about future visitors, on a statistical basis,
which will define the general audience of the site.
To generate even more revenue per displayed ad, individual users are
\emph on
targeted
\emph default
with personalized ads depending on their specific personal data and browsing
history.
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key "Gill:2013:BPF:2504730.2504768"
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Write about data aggregators selling information for other purposes than
advertising.
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What kind of data can be collected by trackers, and how can they be aggregated
both per person and per group of people?
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How much does the average user know about external resources being trackers?
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\begin_layout Chapter
Related work
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Some research has been done surrounding ad networks, trackers and their
spread on globally popular sites, as well as what kind of private data
users can expect to more or less inadvertently share in the course of normal
internet usage.
Those papers show both some of the problems and solutions in trying to
analyze external resources.
The Association for Computing (ACM)
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group SIGCOMM
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has a yearly Internet Measurement Conference (IMC)
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, where some papers of interest have been presented.
The Passive and Active Measurements (PAM) Conference
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might also have interesting papers, as well as for example ACM's archives.
As for individuals, one of the most connected researchers in this field
is Balachander Krishnamurthy
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, who has worked with several groups looking at privacy in both online social
networks (OSNs) and general websites.
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.SE themselves have written papers analyzing the technical state of services
connected to .se domains.
While they haven't concentrated on exploring the web services connected
to these domains, they do offer some groundwork in terms of selecting and
grouping Swedish domains as well as looking at Google Analytics coverage.
\begin_inset CommandInset citation
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key "Lowinder:2011:healthstatus,Lowinder:2012:healthstatus"
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.SE's Internet Fund
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has also funded work on discussing and defining online privacy, aimed at
those working with or developing systems that handle personal data, often
with some kind of internet connection.
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key "Bylund:2013:978-91-87379-12-3:integritet"
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Media have made reports regarding mass surveillance, especially by the United
States intelligence agency National Security Agency (NSA)
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, but so far few papers seem to have been written.
There are also reports on what data private companies are collecting, in
part by their online efforts, and how they are packaging it for resale.
While media reports aren't academic papers, they provide an up to date
source of information needed in explaining parts of the thesis subject.
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Expected results
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\begin_layout Standard
Previous research show that ads were used on 58% of internet's 500 most
popular sites.
\begin_inset CommandInset citation
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key "Krishnamurthy:2006:CMC:1135777.1135829"
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Google Analytics usage among Swedish top domains was 57% in 2011 and 62%
2012.
\begin_inset CommandInset citation
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key "Lowinder:2011:healthstatus,Lowinder:2012:healthstatus"
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The assumption is that the number of external resources is at least as
big, as they include both ads and Google Analytics.
Technical reasons include cloud services hosting sites and services, content
delivery networks becoming commonplace
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key "Krishnamurthy:2000:AFI:347319.346248,Krishnamurthy:2006:CMC:1135777.1135829"
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for scalable speed improvements and external service providers increasing
their quality.
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Add non-technical reasons.
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Sites served over HTTPS are expected to use as many external resources as
HTTP, even though some of these external resources might not be served
over HTTPS as well.
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