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report.lyx
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report.lyx
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#LyX 2.1 created this file. For more info see http://www.lyx.org/
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\pdf_title "Master’s thesis"
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\begin_body
\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
\end_inset
Swedes Online: You Are More Tracked Than You Think
\end_layout
\begin_layout Author
Joel Purra
\begin_inset Newline newline
\end_inset
\begin_inset CommandInset href
LatexCommand href
target "mig@joelpurra.se"
type "mailto:"
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, joepu444
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LatexCommand href
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+46 70 352 1212
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\begin_layout Date
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
versionortoday
\end_layout
\end_inset
\end_layout
\begin_layout Abstract
While browsing web sites third-party resources track your online habits
and build a persona for advertising and resale.
It was previously unknown how many third-party resources, known trackers
and tracker companies are represented on an average web site.
While downloading over
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{150000}
\end_layout
\end_inset
globally popular as well as random .com/.net/.se/.dk web sites, in-browser
HTTP traffic was recorded and analyzed.
Data shows that known third-party resources including known trackers have
a presence on over 70%
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
70-93%
\end_layout
\end_inset
of sites, that Google has a presence of over 47%
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
47-90%
\end_layout
\end_inset
and that third-party hosted
\emph on
content
\emph default
such as video, scripts and fonts make up a large portion of known trackers.
\end_layout
\begin_layout Chapter*
Introduction
\end_layout
\begin_layout Standard
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 Standard
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 Standard
Front pages of approximately
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{150000}
\end_layout
\end_inset
random .se, .dk, .com, .net domains and Swedish, Danish and Alexa's top domains
were visited and their resources, including those dynamically loaded, recorded.
Resources were grouped by mime type, URL protocol, domain, if it matches
the domain the request originated from and compared to lists of known trackers
and organizations.
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 internet user can expect to be tracked
by visiting some of the most important and popular sites in Sweden, Denmark
and worldwide.
\end_layout
\begin_layout Standard
\begin_inset CommandInset toc
LatexCommand tableofcontents
\end_inset
\end_layout
\begin_layout Standard
\begin_inset FloatList table
\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
\end_inset
\end_layout
\begin_layout Section
What is the information used for?
\end_layout
\begin_layout Standard
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.
\begin_inset CommandInset citation
LatexCommand cite
key "Gill:2013:BPF:2504730.2504768"
\end_inset
\end_layout
\begin_layout Standard
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Write about data aggregators selling information for other purposes than
advertising.
\end_layout
\end_inset
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
What kind of data can be collected by trackers, and how can they be aggregated
both per person and per group of people?
\end_layout
\end_inset
\end_layout
\begin_layout Standard
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
How much does the average user know about external resources being trackers?
\end_layout
\end_inset
\end_layout
\begin_layout Chapter
Expected results
\begin_inset CommandInset label
LatexCommand label
name "chap:Expected-results"
\end_inset
\end_layout
\begin_layout Standard
Previous research show that ads were used on 58% of internet's
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{500}
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most popular sites.
\begin_inset CommandInset citation
LatexCommand cite
key "Krishnamurthy:2006:CMC:1135777.1135829"
\end_inset
Google Analytics usage in a curated list of
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{900}
\end_layout
\end_inset
Swedish domains was 44% in 2010, 57% in 2011 and 62% 2012.
\begin_inset CommandInset citation
LatexCommand cite
key "Lowinder:2010:healthstatus,Lowinder:2011:healthstatus,Lowinder:2012:healthstatus"
\end_inset
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
\begin_inset CommandInset citation
LatexCommand cite
key "Krishnamurthy:2000:AFI:347319.346248,Krishnamurthy:2006:CMC:1135777.1135829"
\end_inset
for scalable speed improvements and external service providers increasing
their quality.
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Add non-technical reasons.
\end_layout
\end_inset
\end_layout
\begin_layout Standard
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.
\end_layout
\begin_layout Standard
News sites are expected to allow more trackers than other categories, as
their income model include third party advertisements.
\begin_inset CommandInset citation
LatexCommand cite
key "Krishnamurthy:2006:CMC:1135777.1135829"
\end_inset
Commercial sites are expected to have more trackers than government sites.
\end_layout
\begin_layout Section
Direction and scope
\end_layout
\begin_layout Standard
Emphasis for the thesis will be on technical analysis, producing aggregate
numbers regarding domains and external resources.
Social aspects and privacy concerns are considered out of scope.
\end_layout
\begin_layout Standard
The thesis will primarily be written from a Swedish perspective.
This is in part because .SE has access to the full list of Swedish .se domains,
and part because of their previous work with the
\emph on
.SE Health Status
\emph default
reports.
Focus is to analyze .se domains in the reports, as they have already been
deemed important and results can be incorporated in future reports.
The main non-technical grouping is also based on the same reports; government,
media, banks, larger websites, etcetera.
\end_layout
\begin_layout Standard
One assumption is that all external resources can act as trackers, even
for static (non-script) resources with no capabilities to dynamically survey
the user's browser, collecting data and tracking users across domains using
for example the
\begin_inset Flex Code
status collapsed
\begin_layout Plain Layout
Referer
\end_layout
\end_inset
HTTP header
\begin_inset CommandInset citation
LatexCommand cite
key "Krishnamurthy:2006:CMC:1135777.1135829"
\end_inset
.
While there are lists of known trackers, used by browser privacy tools,
they are not 100% effective.
\begin_inset CommandInset citation
LatexCommand cite
key "Malandrino:2013:PAI:2517840.2517868,Krishnamurthy:2006:CMC:1135777.1135829"
\end_inset
The lists will instead optionally be used to emphasize those external resources
as
\emph on
confirmed
\emph default
trackers.
While cookies used for tracking have been a concern for many, they are
not necessary in order to identify most users upon return, even uniquely
on a global level.
\begin_inset CommandInset citation
LatexCommand cite
key "Eckersley2009unique"
\end_inset
Cookies will not be considered to be an indicator of tracking, as it can
be assumed that a combination of other server and client side techniques
can achieve the same goal as a tracking cookie.
\end_layout
\begin_layout Chapter
Methodology
\end_layout
\begin_layout Standard
Based on a list of domains, the front page of each domain is downloaded
and parsed the way a browser would.
The URL of each requested resource will be extracted, and associated with
the domain they were loaded from.
This data will then be classified in a number of ways, before being boiled
down to statistics about the entire dataset.
These aggregates are then compared between datasets.
\end_layout
\begin_layout Section
Related projects
\end_layout
\begin_layout Subsection
\emph on
.SE Health Status
\emph default
\begin_inset CommandInset label
LatexCommand label
name "sub:.SE-Health-Status"
\end_inset
\end_layout
\begin_layout Standard
The thesis topic was chosen to align with the
\emph on
.SE Health Status
\emph default
, and one of the sources of lists of domains.
Results from this and other runs may be included in future reports.
\end_layout
\begin_layout Subsection
HTTP Archive
\begin_inset CommandInset label
LatexCommand label
name "sub:HTTP-Archive"
\end_inset
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "http://httparchive.org/"
\end_inset
\end_layout
\end_inset
\end_layout
\begin_layout Standard
In an effort to measure web page speed on the internet, initially developed
in October 2010, the HTTP Archive collects HAR data and runs analyses on
them.
Unfortunately, their data dumps are in a custom format, not the original
HAR files, but there are some direct comparisons to be made with their
\emph on
Interesting stats
\emph default
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "http://httparchive.org/interesting.php"
\end_inset
\end_layout
\end_inset
aggregate data.
\end_layout
\begin_layout Itemize
Pages Using Google Libraries API
\end_layout
\begin_layout Itemize
HTTPS Requests
\end_layout
\begin_layout Itemize
Total Requests per Page
\end_layout
\begin_layout Subsection
.SE Domain Check
\end_layout
\begin_layout Standard
In order to facilitate repeatable and improvable analysis, tools will be
developed to perform the collection and aggregation steps automatically.
.SE already has a set of tools that run monthly; integration and interoperabilit
y will smooth the process and continuous usage.
There is also a public .SE tool to allow web site owners to test their own
sites,
\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
, which might benefit from some of the code developed within the scope of
this thesis.
\end_layout
\begin_layout Section
Questions
\end_layout
\begin_layout Standard
With domain and resource data in place, it will be aggregated to answer
the following questions.
\end_layout
\begin_layout Standard
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Why are these questions important? Why were they chosen?
\end_layout
\end_inset
\end_layout
\begin_layout Standard
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Group questions by refined category?
\end_layout
\end_inset
\end_layout
\begin_layout Itemize
What kinds of resources are there?
\end_layout
\begin_layout Itemize
How many resources are internal versus external per domain?
\end_layout
\begin_layout Itemize
What is the distribution of different kinds of resources?
\end_layout
\begin_layout Itemize
How many external resources are there, considering different levels of uniquenes
s:
\end_layout
\begin_deeper
\begin_layout Itemize
Unique URLs?
\end_layout
\begin_layout Itemize
Unique per file URL?
\end_layout
\begin_layout Itemize
Unique per folder URL?
\end_layout
\begin_layout Itemize
Unique per subdomain?
\end_layout
\begin_layout Itemize
Unique per domain?
\end_layout
\begin_layout Itemize
Unique per TLD?
\end_layout
\end_deeper
\begin_layout Itemize
On how many domains is each external resource is represented?
\end_layout
\begin_layout Itemize
How does usage of external resources differ between groups of domains?
\end_layout
\begin_layout Itemize
How to mark certain external resources as known trackers?
\end_layout