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By: Justin Mauss

Privacy vs. Convenience. By: Justin Mauss. Agenda. Privacy vs. Convenience. Finding the Balance: Privacy vs. Convenience. 1. Examine Social Networking Sites. 2. 3. Overview of Online Tracking Methods. 4. Examples of Tracking and Uses of Consumer Data. 5.

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By: Justin Mauss

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  1. Privacy vs. Convenience By: Justin Mauss

  2. Agenda Privacy vs. Convenience Finding the Balance: Privacy vs. Convenience 1 Examine Social Networking Sites 2 3 Overview of Online Tracking Methods 4 Examples of Tracking and Uses of Consumer Data 5 Tracking: An Average Day of Surfing the Web 6 Tools to View and Block Online Tracking 7 Revisit Privacy vs. Convenience

  3. Let’s say you’re browsing online, shopping on different sites.

  4. Advertising companies are always there behind the scenes,

  5. collecting lots of information about you. as if they have a tracking device on you at all times.

  6. They can see what you’re looking at and where you are.

  7. They follow you across the web, always adding more information to their profile of you.

  8. Based on all they know about you, they can change the ads you see,

  9. and provide different prices than other users based on your spending habits.

  10. You know who else can see all this stuff? Insurance companies, hiring managers, creditors… Really, anyone who’s curious.

  11. If you want to stop sharing with people and businesses you don’t know, but keep using the internet you know & love, you have to do something about it.

  12. Privacy vs. Convenience Finding the Balance

  13. Social Networking Sites • Sharing Information is Voluntary • Twitter = Your Opinions of Current Topics • Foursquare = Your Location • LinkedIn = Past and Current Professional Life • Facebook = Possibly Everything and More • #1 Social Networking Site: Facebook • Facebook Statistics Video

  14. Facebook • Currently Criticized: Information Availability • Strangers • Co-workers/Managers • Professors • Law Enforcement • Past Studies: Surveys about Privacy

  15. Facebook Study Nelson Mandela Metropolitan University (ICT) • Claimed vs. Observed Information Disclosure on Social Networking Sites • 131 Participants • Questionnaires about Information Disclosure on Facebook • Observed Disclosure (Not Facebook Friends of Participants)

  16. Facebook Study Nelson Mandela Metropolitan University (ICT) • Categories of Data • Personal identifiable information • Gender, Hometown, Birthday, Photos • Sensitive personal information • Employer, School, Relationship Status • Potentially stigmatizing information • Religious Status, Political Views, Favorite Media

  17. Facebook Study Nelson Mandela Metropolitan University (ICT)

  18. Facebook Study Nelson Mandela Metropolitan University (ICT)

  19. Facebook Study Nelson Mandela Metropolitan University (ICT)

  20. Facebook Study Nelson Mandela Metropolitan University (ICT) • Conclusion: Counterintuitive Results • Drastically Different than other Studies • More Publicly Protected than Thought • From a Stranger Searching Information • Future Studies include Friend’s View

  21. Social Media Networks • Where is the issue? • Privacy too focused on User via User • Real Attention: Facebook • Centralized Information • Ultimate Control

  22. Online Tracking Introduction • Why am I being tracked? • Target Advertising • Sell information to others • Why does it matter? • Unknown Data Retention • If something is free, you are the product

  23. How am I Tracked? Four Main Methods • Cookies • Browser History • Beacons • IP Address

  24. How am I Tracked? Four Main Methods • Cookies (“tag”) • HTTP Cookies • From Visited Site; Stays on Computer Permanently • Session Cookies • Functional Purpose; Expires When Session Ends • 3rd Party Cookies • Mainly Advertising; Tracking Across Many Sites • Flash Cookies • “Local Shared Objects”; Functional & Tracking

  25. How am I Tracked? Four Main Methods • Browser History • Companies View your History • JavaScript (CSS) • Used for Placing in a Demographic • Now Mostly Automatically Blocked

  26. How am I Tracked? Four Main Methods • Beacons • Embedded in Website • Tracks Views, Time, IP Address, Browser • Helps Build your Information Profile

  27. How am I Tracked? Four Main Methods • IP Address • Determine Geographic Location • Down to the Zip Code • Track All Connections From Same IP • Easily Identified for Future Visits

  28. KISSmetrics Tracking Example Researchers at U.C. Berkeley (2011) • Tracking Service That Can’t Be Evaded • Turning Off Flash Storage • Blocking Cookies • Surfing in “Privacy” Mode • Used to Track: • Number of Visitors • What Visitors Do on the Site • Other Sites They are Visiting

  29. KISSmetrics Tracking Example Researchers at U.C. Berkeley (2011) • On the Web’s Most Popular Sites • Hulu, Spotify, AOL, Groupon, Microsoft, Foursquare, Adobe, and many more • How it is Accomplished:

  30. KISSmetrics Tracking Example Researchers at U.C. Berkeley (2011) • KISSmetrics Defended Themselves • Minor lawsuits, but laws & regulations are playing catch up • Main Issue: Tough to Block Tracking • Browsers - Advance Privacy Settings • Extra Extensions Need to be Installed

  31. Top 10,000 Websites Common Method to Aggregate Data % Integrated with Official Social Plugins on Homepage % Integrated with any Social Networking Site Links on Homepage Google #1; Facebook #2; Twitter #10 as of 2/16/2013

  32. eBay’s AdChoice Different Approach Than Other Companies AdChoice Service Running AdChoice Opted Out 1

  33. Average Day of Surfing Tool to View Trackers: Collusion • Collusion • Experimental Add-On • Track 3rd Party Companies • Connections between Trackers and Businesses in Real Time

  34. Average Day of Surfing Tool to View Trackers: Collusion • Visit Sites As Usual (10 Sites)

  35. Average Day of Surfing Tool to View Trackers: Collusion • Four Different Cases (All Homepage Visits) • Before Anti-Tracking Tools; Not Signed In • Before Anti-Tracking Tools; Signed In • After Anti-Tracking Tools; Not Signed In • After Anti-Tracking Tools; Signed In

  36. Collusion Before Anti-Tracking Tool; Not Signed In

  37. Collusion Before Anti-Tracking Tool; Not Signed In

  38. Collusion Before Anti-Tracking Tool; Not Signed In

  39. Collusion Before Anti-Tracking Tool; Not Signed In

  40. Collusion Before Anti-Tracking Tools; Signed In

  41. Collusion Before Anti-Tracking Tools; Signed In

  42. Collusion Before Anti-Tracking Tools; Signed In

  43. Collusion Before Anti-Tracking Tools; Signed In

  44. Tools to View and Stop Tracking Ghostery • Detects Cookies, Web Bugs, Beacons • Trackers over 1,200 Trackers

  45. Tools to View and Stop Tracking Ghostery

  46. Tools to View and Stop Tracking Adblock Plus • Open Source • Blocks Pop-ups, Video Ads, and Banners

  47. Tools to View and Stop Tracking Priv3 • Researchers from International Computer Science Institute in Berkeley • Focused on Understanding Social Networking Sites • Facebook • Twitter • Google + • LinkedIn

  48. Collusion After Anti-Tracking Tools; Not Signed In

  49. Collusion After Anti-Tracking Tools; Signed In

  50. Collusion Signed In: Before vs. After Anti-Tracking

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