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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_layout Title
Master’s thesis
\begin_inset Newline newline
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status open
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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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target "http://joelpurra.com/"
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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
versionandtoday
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\end_inset
\end_layout
\begin_layout Abstract
While browsing web sites third-party resources track your online habits,
which can be considered an invasion of privacy.
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
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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 may 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 did not 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 is 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.
Secure connections between server and client help against passive data
collection along the network path, but not against site owners allowing
in-page trackers.
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.
Each domain was accessed both with insecure HTTP and secure HTTPS connections
to provide a comparison.
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.
This thesis shows 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
.
While privacy is both hard to define as well as relative to perspective
and context, there is a correlation between trackers and online privacy;
more trackers means it becomes harder to control the flow of personal informati
on and get an overview of where data ends up
\begin_inset CommandInset citation
LatexCommand cite
key "Smith:2011aa,Bylund:2013:978-91-87379-12-3:integritet"
\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.
Basic connection metadata can always be collected, but without secure connectio
ns between client and server, any detail in the contents of each request
can be extracted.
\end_layout
\begin_layout Standard
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
\begin_inset CommandInset citation
LatexCommand cite
key "Krishnamurthy:2006:CMC:1135777.1135829,Krishnamurthy:2000:AFI:347319.346248"
\end_inset
.
Other times it is because there are positive network effects in using a
third-party social network to promote content and products.
Ads are installed as a source of income.
More and more commonly, allowing a non-visible 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
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
Document style
\end_layout
\begin_layout Standard
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Where is a good place for document style information?
\end_layout
\end_inset
\end_layout
\begin_layout Standard
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Write more about document style.
\end_layout
\end_inset
\end_layout
\begin_layout Subsection
Commands, files and code
\end_layout
\begin_layout Standard
When text has a strict technical meaning, such as commands, files and code,
a monospaced font is used.
One example is a command like
\begin_inset Flex Code
status collapsed
\begin_layout Plain Layout
<input.json jq 'select(.domain == "joelpurra.se")'
\end_layout
\end_inset
.
\end_layout
\begin_layout Subsection
Work in progress notes
\end_layout
\begin_layout Standard
There are notes about things that need to be added or improved throughout
the document.
These notes are have a grey text color.
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
This is a work in progress note.
\end_layout
\end_inset
\end_layout
\begin_layout Subsection
Cross-references
\begin_inset CommandInset label
LatexCommand label
name "sub:Cross-references"
\end_inset
\end_layout
\begin_layout Standard
Many cross-references are given as chapter or section references in parentheses
\begin_inset CommandInset ref
LatexCommand eqref
reference "sub:Cross-references"
\end_inset
.
\end_layout
\begin_layout Subsection
Future work
\end_layout
\begin_layout Standard
Ideas, future improvements or research has been written both in chapter
\begin_inset CommandInset ref
LatexCommand vref
reference "chap:Future-work"
\end_inset
and as comments.
\end_layout
\begin_layout Standard
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
begin{futurework}
\end_layout
\end_inset
\end_layout
\begin_layout Standard
This type of comment denotes ideas, future improvements or research.
\end_layout
\begin_layout Standard
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
end{futurework}
\end_layout
\end_inset
\end_layout
\begin_layout Section
Data sources
\end_layout
\begin_layout Subsection
Domains
\end_layout
\begin_layout Standard
Statistics regarding each list of domains is presented in an appendix.
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Generate domain list tables or tables in this chapter?
\end_layout
\end_inset
\end_layout
\begin_layout Subsubsection
\emph on
.SE Health Status
\emph default
domains
\end_layout
\begin_layout Standard
When .SE performs their annual
\emph on
.SE Health Status
\emph default
report measurements, they use an in-house curated list of domains of national
interest.
These domains are mostly from the .se zone and cover government, county,
municipality, higher education, government-owned corporations, financial
service, internet service provider (ISP), domain registrar, and media domains.
Some domains overlap both within and between categories; domains have been
deduplicated.
\end_layout
\begin_layout Standard
\begin_inset Note Greyedout
status open
\begin_layout Plain Layout
Write a summary with examples from each dataset.
\end_layout
\end_inset
\end_layout
\begin_layout Subsubsection
Random .se domains
\end_layout
\begin_layout Standard
The thesis was written in collaboration with .SE, which runs the .se TLD,
and the work focusing on the state of Swedish domains.
Early script development was done using a sample of
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{10000}
\end_layout
\end_inset
random domains, most often tested in groups of
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{100}
\end_layout
\end_inset
.
A final sample of
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{100000}
\end_layout
\end_inset
domains was also provided.
The .se TLD is to be considered Sweden-centric.
\end_layout
\begin_layout Subsubsection
Random .dk domains
\end_layout
\begin_layout Standard
The Danish .dk TLD organization, DK Hostmaster A/S
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "https://www.dk-hostmaster.dk/"
\end_inset
\end_layout
\end_inset
, helped out with a sample of
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{10000}
\end_layout
\end_inset
domains, chosen at random from the database of active domains in the zone.
The .dk TLD is to be considered Denmark-centric.
\end_layout
\begin_layout Subsubsection
Random .com, .net domains
\end_layout
\begin_layout Standard
The maintainers of the .com, .net and .name TLDs, Verisign, allow downloading
of the complete zone file under an agreement.
The .com zone is the largest one by far, and the .net zone is in the top
4.
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "http://www.keepalert.com/top-extension-ranking-july-2014-newgtlds"
\end_inset
\end_layout
\end_inset
This allows for a random selection of sites from around the world, even
though usage is not geographically uniform - both in terms of registrations
and actual usage.
\end_layout
\begin_layout Subsubsection
Alexa Top
\begin_inset ERT
status open
\begin_layout Plain Layout
\backslash
numprint{1000000}
\end_layout
\end_inset
\begin_inset Foot
status open
\begin_layout Plain Layout
\begin_inset CommandInset href
LatexCommand href
target "http://alexa.com/"