WhoTracks.Me: Monitoring the online tracking landscape at scale

by   Arjaldo Karaj, et al.

We present the largest and longest measurement of online tracking to date based on real users. The data, which is made publicly available, is generated from more than 780 million page loads over the course of the last 10 months. Previous attempts to measure the tracking ecosystem, are done via measurement platforms that do not interact with websites the same way a user does. We instrument a crowd-sourced measurement of third-parties across the web via users who consent to data collection via a browser extension. The collection is done with privacy-by-design in mind, and introduces no privacy side effects. This approach overcomes limitations of previous work by collecting real web usage across multiple countries, ISP and browser configurations, and on difficult to crawl pages, such as those behind logins, giving a more accurate portrayal of the online-tracking ecosystem. The data, which we plan to continue contributing to and maintain in the future, and WhoTracks.Me website - the living representation of the data, are available for researchers, regulators, journalists, web developers and users to detect tracking behaviours, analyse the tracking landscape, develop efficient tools, devise policies and raise awareness of the negative externalities tracking introduces. We believe this work provides the transparency needed to shine a light on a very opaque industry.


page 10

page 12


The Internet with Privacy Policies: Measuring The Web Upon Consent

To protect users' privacy, legislators have regulated the usage of track...

Exploring the Cookieverse: A Multi-Perspective Analysis of Web Cookies

Web cookies have been the subject of many research studies over the last...

Your Echos are Heard: Tracking, Profiling, and Ad Targeting in the Amazon Smart Speaker Ecosystem

Smart speakers collect voice input that can be used to infer sensitive i...

'Surprised, Shocked, Worried': User Reactions to Facebook Data Collection from Third Parties

Data collection and aggregation by online services happens to an extent ...

The CNAME of the Game: Large-scale Analysis of DNS-based Tracking Evasion

Online tracking is a whack-a-mole game between trackers who build and mo...

Who Can Find My Devices? Security and Privacy of Apple's Crowd-Sourced Bluetooth Location Tracking System

Overnight, Apple has turned its hundreds-of-million-device ecosystem int...

Data Exfiltration by Hotjar Revisited

Session replay scripts allow website owners to record the interaction of...

Please sign up or login with your details

Forgot password? Click here to reset