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report.lyx
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report.lyx
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#LyX 2.0 created this file. For more info see http://www.lyx.org/
\lyxformat 413
\begin_document
\begin_header
\textclass report
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\pdf_title "Master’s thesis proposal"
\pdf_author "Joel Purra"
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\begin_body
\begin_layout Title
Master’s thesis planning report
\begin_inset Newline newline
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\begin_inset Note Greyedout
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\begin_layout Plain Layout
Preliminary title
\end_layout
\end_inset
\begin_inset Newline newline
\end_inset
Swedes Online: You Are More Tracked Than You Think
\end_layout
\begin_layout Author
Joel Purra, mig@joelpurra.se, joepu444, 070-3521212
\end_layout
\begin_layout Date
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
versionortoday
\end_layout
\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 sites, front pages of Swedish top
sites were downloaded and their resources counted and grouped.
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 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 120 MSEK.
\begin_inset CommandInset citation
LatexCommand cite
key ".SE:2013:annualreport"
\end_inset
\end_layout
\begin_layout Section*
Background and 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/"
\end_inset
\end_layout
\end_inset
and English
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "https://www.iis.se/english/reports/"
\end_inset
\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/"
\end_inset
\end_layout
\end_inset
\end_layout
\begin_layout Standard
The report
\emph on
.se health status
\emph default
is based on data collected from around 900 .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.
Data 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
\end_layout
\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*
Problem description
\end_layout
\begin_layout Quote
The problem description shall be detailed and include a background and a
motivation to why it is important.
Expected results shall also be described.
The problem description shall be grounded in the literature base and the
state‐of‐practice of the provider of the thesis (company, research group).
Plan for adjustment of the problem description along with the progress
of the literature studies and pre-study of the provider.
\end_layout
\begin_layout Subsection*
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 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.
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.
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 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 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.
\begin_inset CommandInset citation
LatexCommand cite
key "Kontaxis:2012:PSP:2362793.2362823"
\end_inset
\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
\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 Subsection*
Expected results
\end_layout
\begin_layout Standard
Previous research show that ads were used on 58% of internet's 500 most
popular sites.
\begin_inset CommandInset citation
LatexCommand cite
key "Krishnamurthy:2006:CMC:1135777.1135829"
\end_inset
Google Analytics usage among Swedish top domains was 57% in 2011 and 62%
2012.
\begin_inset CommandInset citation
LatexCommand cite
key "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 Subsection*
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, 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.
\end_layout
\begin_layout Subsection*
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
\begin_layout Itemize
What is the usage and distribution of known trackers?
\end_layout
\begin_layout Itemize
Are you as tracked using secure HTTPS as insecure HTTP?
\end_layout
\begin_layout Itemize
How do the results compare to
\end_layout
\begin_deeper
\begin_layout Itemize
Historical .se data, if readily available from earlier .SE status checks?
\end_layout
\begin_layout Itemize
Other ccTLDs?
\end_layout
\begin_layout Itemize
Commonly used gTLDs?
\end_layout
\begin_layout Itemize
Recently introduced newTLDs?
\end_layout
\end_deeper
\begin_layout Standard
Additional questions, which can be considered as bonuses
\end_layout
\begin_layout Itemize
Could any external resources actually be considered internal, despite being
loaded from external domains?
\end_layout
\begin_layout Itemize
How to determine if a resource
\end_layout
\begin_deeper
\begin_layout Itemize
Crosses Sweden's borders in transit?
\end_layout
\begin_layout Itemize
Is handled by an organization with base or ownership outside of Sweden?
\end_layout
\end_deeper
\begin_layout Itemize
Which external resources are loaded from Sweden and abroad respectively?
\end_layout
\begin_layout Itemize
What user data could potentially be collected, and subsequently inferred?
\end_layout
\begin_layout Itemize
To what extent can the average Swedish internet user's browsing habits be
correlated across the most commonly visited webpages?
\end_layout
\begin_layout Section*
Approach
\end_layout
\begin_layout Quote
The approach is a preliminary description of how the problem will be solved.
This section shall also include a description of a method to evaluate that
the problem is solved in a satisfactory way.
\end_layout
\begin_layout Standard
Based on a list of domains, external resources are listed by downloading
of the front page of each domain, and analyzing its HTML content.
The URLs of external resources will be extracted, and associated with the
domain they were loaded from.
\end_layout
\begin_layout Standard
All external resources get some of the relevant data upon each request,
even for static resources with no capabilities to dynamically survey the
user's browser.
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 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.
\end_layout
\begin_layout Subsection*
Potential problems
\end_layout
\begin_layout Itemize
Due to the dynamic nature of modern web pages, a static HTML analysis might
not be enough.
How can pages with dynamic script loading be analyzed?
\end_layout
\begin_layout Itemize
Script aggregation and concatenation could give misleading numbers if only
analyzed per URL.
Is it possible to detect which known scripts are actually running?
\end_layout
\begin_layout Itemize
Can Google Tag Manager
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "http://www.google.com/tagmanager/"
\end_inset
\end_layout
\end_inset
scripts, which is script aggregation with asynchronous loading directed
specifically to marketers, be analyzed to show each included service?
\end_layout
\begin_layout Itemize
Can collected data served by different services differ depending on which
tool is used to fetch the data?
\end_layout
\begin_layout Itemize
Many of the external resources will be overlapping, and downloading them
multiple times can be avoided by caching the file the first time in a run.
Would keeping a local cache of recently requested URLs affect the results?
\end_layout
\begin_layout Itemize
Automated downloading of webpages, especially downloading several in short
succession, can be seen by site and service owners as disruptive by using
system resources and skewing statistical data.
Traversing different pages on a single website can also be detected by
looking at for example navigational patterns.
\begin_inset CommandInset citation
LatexCommand cite
key "Tan:2002:DWR:593432.593521,Lourenco:2006:CWC:1145581.1145634"
\end_inset
By only downloading the domain root page and associated resources this
tool might not fall into that category of detection.
Will automated collection done for this report be detected and hindered?
\end_layout
\begin_layout Section*
Literature base
\end_layout
\begin_layout Quote
The literature base describes the planned literature study and gives examples
of different directions of a good theoretical grounding of the work.
\end_layout
\begin_layout Standard
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)
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "http://acm.org/"
\end_inset
\end_layout
\end_inset
group SIGCOMM
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "http://sigcomm.org/"
\end_inset
\end_layout
\end_inset
has a yearly Internet Measurement Conference (IMC)
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "http://sigcomm.org/events/imc-conference"
\end_inset
\end_layout
\end_inset
, where some papers of interest have been presented.
The Passive and Active Measurements (PAM) Conference
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "http://pam2014.cs.unm.edu/"
\end_inset
\end_layout
\end_inset
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
\begin_inset Foot
status open
\begin_layout Plain Layout