Personal tracking devices - A Journey Into The True Dark Net
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31C3 presentation on the status of online privacy and marketing tracking. Also available on http://www.nopressure.co.uk/31C3/
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Personal tracking devices - A Journey Into The True Dark Net
- 1. PERSONAL TRACKING DEVICES A JOURNEY INTO THE TRUE DARK NET SilviaPuglisi- /silviap@ieee.org @nopressure
- 2. HELLO WORLD Myname is SilviaPuglisi. I am asoftware engineer and Ph.D. candidate atUPC BarcelonaTech. I research in privacyand web science. I am here to talk you aboutthe realdark web.
- 3. WHAT IS THIS ALL ABOUT? Marketing Privacy User tracking Online footprint Identity Control
- 4. WHAT HAS MARKETING TO DO WITH THIS? Think of the so-called new economy withoutonline marketingand advertising.. Aehm.. You probablycan't. Mostof the successfulonline companies of the last.. make it20 years.. use advertisingto sustain their business atleastin part.
- 5. THE SOURCE OF ADVERTISING Advertisingwants you to buyproducts. So advertisingcompanies are doingallthattheycan to know you so theycan recommend you products thatyou are more likelyto buy. The source of advertisingis data. Data aboutyou.
- 6. HOW DOES ONLINE MARKETING WORK? eMarketingfollows users in their online and sometimes offline activities. Information aboutwhatusers do and are interested in are collected bywebsites, applications, devices. This information is crawled, analysed and categorised.
- 7. WHAT ABOUT ONLINE PRIVACY?
- 8. If our actions on the web are constantlycollected and analysed. Do we have online privacy?Have we lostour rightto be anonymous?
- 9. In an online context, the rightto privacyhas commonlybeen interpreted as arightto “information self-determination”. Acts typicallyclaimed to breach online privacyconcern the collection of personalinformation withoutconsent, the sellingof personalinformation and the further processingof that information.
- 10. IS PRIVACY THE RIGHT TO BE FORGOTTEN? In 2011, the amountof digitalinformation created and replicated globallyexceeded 1.8 zettabytes (1.8 trillion gigabytes). 75%of this information is created byindividuals through new mediaforasuch as blogs and viasocialnetworks. Bythe end of 2011, Facebook had 845 million monthlyactive users, sharingover 30 billion pieces of content. LibraryBriefing-LibraryoftheEuropeanParliament-01/03/2012
- 11. A FEW YEARS AGO ON THE INTERNET NOBODY KNEW YOU WERE A DOG. Now theyprobablyalso know the colour of your fur.
- 12. THIS IS THE DARK WEB Or atleastthis is how "they"pictured it.
- 13. THE DARK WEB IS THE WEB THAT CANNOT BE CRAWLED. In awayis the web thatcompanies can reach and control.
- 14. LET US SWITCH THIS MYTH AROUND Whatif things were actuallyabitdifferent..
- 15. THE DARK WEB OF MARKETING
- 16. THE DARK WEB OF MARKETING IS THIS CONCEPT THAT WE USE SOFTWARE AND HARDWARE THAT WE DO NOT CONTROL. We do notknow how these objectare made. We cannotmake modifications. Theycollectahuge amountof dataaboutourselves. We are perfectlycontentwith it.
- 17. THE AGE OF THE METADATA “meta-data” is collected and stored bypublic and private organisations aboutwhere, when and who created and accessed aparticular online content.
- 18. - Websites have embeded structured datafor afew years now. Structured datais used to describe product, services, events, and make user information available alreadyinto their HTML pages usingmarkup standards such as Microformats, Microdataand RDFa.
- 19. LET'S MAKE A FEW EXAMPLES Google Conversion Tracking <html> <body> <!--Belowissampletextlinkwithaphonenumber. Youneedtoreplacethenumberwithyourown phonenumberandtheCALLNOWtextwiththetext youwanttohyperlink.--> <aonclick="goog_report_conversion('tel:949-555-1234')" href="#">CALLNOW</a> </body> </html>
- 20. HOW DOES CONVERTIONS TRACKING WORK? Let’s say your Google search ads send people to your website where they research and learn more aboutyour business. Website call conversions dynamically inserts aGoogle forwarding number on your website thatmeasures the calls made by these customers. Whether they clickon the number or dial itdirectly fromtheir phone, you can attribute the call conversion and conversion value backto the keyword and ad thatdrove the customer. You can learn more about setting up website call conversions here.
- 21. MOBILE APP DATA
- 27. WEBSITE ADVERTISING <metaname="title"content="AdviceforADDAdultsExperiencingHoliday Overload"><metaname="copyright"content="Copyright(c)1998 -2013 NewHopeMediaLLC. Allrightsreserved."><metaname="keywords" content="ADDsymptoms,ADHDinformation,help,diagnosis,treatment, attentiondeficitdisorderresources,attentiondeficithyperactivity disordertools,medication,ADDinadults,ADHDinchildren,forums, community,blog,learningdisabilities,dyslexia,bipolar,anxiety, Adderall,Concerta,Vyvanse,Ritalin,Strattera,Prozacadultadd, marriedtoadhd,adhdduringtheholidays,TravelandVacationTips, ADHDandMarriage,ADHDandRelationships,ADHDSocialSkills">
- 28. EVERY HTTP CONNECTION IN THE BROWSER HAS DIFFERENT SELECTOR ASSOCIATED WITH IT
- 29. HYPERDATA && HYPERMEDIA Hyperdataindicates dataobjects linked to other dataobjects in other places, as hypertextindicates textlinked to other textin other places. Hyperdataenables formation of aweb of data, evolvingfrom the "dataon the Web"thatis notinter-related (or atleast, notlinked). Hypermedia, an extension of the term hypertext, is anonlinear medium of information which includes graphics, audio, video, plain textand hyperlinks. -Source:Wikipedia
- 30. RESTFUL ARCHITECTURES REST, an architecturalstyle introduced byRoyThomas Fielding in 2000, which has been atthe core of the web design and development. RESTrepresents an abstraction over the actualarchitecture of the web. In RESTidentification, representation and formatare independentconcepts.
- 31. SPECIFICALLY: An URI can identifyaresource withoutknowingwhatformats the resource uses to exchange representations. Likewise the protocols and representations used bythe resource to communicate can be modified independentlyfrom the URI identifyingthe resource.
- 33. REST INTERFACES The uniformityof RESTinterfaces is build upon four guiding principles: The identification of resources through the URI mechanism. The manipulation of resources through their representations. The use of self-descriptive messages. Implementinghypermediaas engine of the application state (HATEOAS)
- 34. WHY HYPERMEDIA MATTERS FOR PRIVACY PROTECTION Information self-determination is noteven possible if users have no controlon their online footprint. Hypermediaprovides contextover unstructured footprint information. Users and applications use RESTinterfaces to interactwith one another exchangingresource representations. The web follows RESTprinciples and so do users’ online traces.
- 35. EACH SELECTOR CONTRIBUTE TO THE BUILD A USER PROFILE. Each selector makes your profile more unique, because itads up more information.
- 36. THE IDENTITY HYPERGRAPH In mathematics, ahypergraph is ageneralization of agraph in which an edge can connectanynumber of vertices. Formally, a hypergraph His apair H= (X,E) where X is asetof elements called nodes or vertices, and E is asetof non-emptysubsets of X called hyperedges or edges. Therefore, E is asubsetof P(X) {0}, where P(X) is the power setof X.
- 38. UNIQUE FOOTPRINTS While you surf the web you carryaunique footprint: HTTP cookies, often setbywith 3rd partyanalytics and advertisingdomains sessions and storage. Browser or device personalised settings. Resolution, Fonts, Plugins. Accounts ID. Devices ID. * .https://panopticlick.eff.org/browser-uniqueness.pdf
- 39. HOW UNIQUE IS A FOOTPRINT? To answer this question we can do asetof differentthings. We can profile our activitywithin asetof categories We can calculate how manybits of information are introduced everytime we add afeature to our profile. We can analyse how manyunique feature we are sharing across the network.
- 40. PROFILING OVER A SET OF CATEGORIES
- 41. CALCULATING HOW MANY BITS OF INFORMATION ARE INTRODUCED BY UNIQUE FEATURES *https://panopticlick.eff.org
- 42. ANALYSING HOW MANY UNIQUE TRACES WE LEAVE AROUND THE WEB
- 43. WHAT IS THE CLOUD REALLY?
- 44. WHO OWNS THE CLOUD?
- 46. WHAT IF WE GO BEYOND CLOUD PROVIDERS? *http://www.submarinecablemap.com/
- 47. WHAT ABOUT MOBILE COMMUNICATION PROVIDER? Due to economyof scale propertyof telecommunication industry, sharingof telecom infrastructure amongtelecom service providers is becomingthe requirementand process of business in the telecom industrywhere competitors are becomingpartners in order to lower their increasing investments. *http://en.wikipedia.org/wiki/Telecom_infrastructure_sharing
- 49. I grew up with the understandingthatthe world I lived in was one where people enjoyed asortof freedom to communicate with each other in privacy, withoutitbeingmonitored, withoutitbeing measured or analyzed or sortof judged bythese shadowyfigures or systems, anytime theymention anythingthattravels across public lines. -EdwardSnowden
- 50. Research in open infrastructure Collaborate with researchers outside of computer/telecom science/eng Be mindfulaboutyour online footprint