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Online Tracking and Zombie Cookies Today ONLINE TRACKING AND ZOMBIE COOKIES TODAY 1. tracking mechanisms 2. prevalence: web 3. prevalence: mobile 4. consumer choice 5. existing incentives 6. what to do BROWSERS PRIVACY BY DESIGN 3rd Party beacon HTTP beacon http://pixel.quantserve.com/seg/p-6fTutip1SMLM2.js GET /seg/p-6fTutip1SMLM2.js HTTP/1.1 Host: pixel.quantserve.com User-Agent: Mozilla/5.0 (Macintosh; U; Intel Mac OS X 10.6; en-US; rv:1.9.2.13) Gecko/20101203 Firefox/3.6.13 Accept: */* Accept-Language: en-us,en;q=0.5 Accept-Encoding: gzip,deflate Accept-Charset: ISO-8859-1,utf-8;q=0.7,*;q=0.7 Keep-Alive: 115 Connection: keep-alive Referer: http://www.huffingtonpost.com/2011/01/24/google-chrome-firefox-do-not-track_n_813189.html Cookie: mc=4d441f48-a100a-1f66c-277f6; d=EM0BPAGBBoHxDBi6IIgwALhQnyAAiCD8sQmnDMQLEAC_UA HTTP observer identifier activity http://pixel.quantserve.com/seg/p-6fTutip1SMLM2.js GET /seg/p-6fTutip1SMLM2.js HTTP/1.1 Host: pixel.quantserve.com User-Agent: Mozilla/5.0 (Macintosh; U; Intel Mac OS X 10.6; en-US; rv:1.9.2.13) Gecko/20101203 Firefox/3.6.13 Accept: */* Accept-Language: en-us,en;q=0.5 Accept-Encoding: gzip,deflate Accept-Charset: ISO-8859-1,utf-8;q=0.7,*;q=0.7 Keep-Alive: 115 Connection: keep-alive Referer: http://www.huffingtonpost.com/2011/01/24/google-chrome-firefox-do-not-track_n_813189.html Cookie: mc=4d441f48-a100a-1f66c-277f6; d=EM0BPAGBBoHxDBi6IIgwALhQnyAAiCD8sQmnDMQLEAC_UA PROFILE observer identifier activity + + = PROFILES cobalt - - [ 3/Aug/2011:15:45:36 -0700] "GET http://www.google.com/search?sourceid=chrome&ie=UTF- 8&q=artisan+hotel+las+vegas HTTP/1.1" - - "-" "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_6_8) AppleWebKit/535.1 (KHTML, like Gecko) Chrome/13.0.782.107 Safari/535.1" cobalt - - [ 3/Aug/2011:15:46:14 -0700] "GET http://twitter.com/ashk4n HTTP/1.1" - - "-" "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_6_8) AppleWebKit/535.1 (KHTML, like Gecko) Chrome/13.0.782.107 Safari/535.1" cobalt - - [ 3/Aug/2011:15:47:28 -0700] "GET http://static.huluim.com/system/hulu_108321_0729114110_1.css HTTP/1.1" - - "http://www.hulu.com/the-big-gay-sketch-show" "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_6_8) AppleWebKit/535.1 (KHTML, like Gecko) Chrome/13.0.782.107 Safari/535.1" cobalt - - [ 3/Aug/2011:15:48:25 -0700] "GET http://www.spearmintrhinolv.com/ HTTP/1.1" - - "http://www.google.com/search?sourceid=chrome&ie=UTF-8&q=spearment+rhino" "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_6_8) AppleWebKit/535.1 (KHTML, like Gecko) Chrome/13.0.782.107 Safari/535.1" cobalt - - [ 3/Aug/2011:15:49:22 -0700] "GET http://static.howstuffworks.com/en-us/skins/health/white-arrow.png HTTP/1.1" - - "http://health.howstuffworks.com/wellness/natural-medicine/home-remedies/home-remedies-for- genital-herpes.htm" "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_6_8) AppleWebKit/535.1 (KHTML, like Gecko) Chrome/13.0.782.107 Safari/535.1" PROFILES ECOSYSTEM • 2009 study at Berkeley • examined top 100 most-visited websites • sample from ~30,000-45,000 users • examine prevalence of 3rd party cookies / beacons / etc http://knowprivacy.org/ MANY OBSERVERS Monthly Traffic DOMAIN Number of Beacons (In Millions of Users) Found on Domain 150 120 90 60 30 0 0 20 40 60 80 100 blogspot.com typepad.com google.com blogger.com msn.com aol.com yahoo.com huffingtonpost.com photobucket.com tripod.com careerbuilder.com nytimes.com monster.com time.com reference.com merriam-webster.com cnn.com comcast.net answers.com geocities.com MANY OBSERVERS 100 different beacons reported on blogspot.com in Mar `09 unique trackers Google Analytics Doubleclick Microsoft Atlas Omniture Quantcast PointRoll Google Adsense Dynamic Logic InsightExpress ValueClick Mediaplex AddThis Revenue Science RightMedia Zedo SpecificClick Tacoda WebTrends DiggThis Casale Media NetRatings SiteCensus Tribal Fusion Google Custom Search Engine Quigo AdSonar Rubicon Yahoo Buzz Facebook Connect AdBrite Burst Media Twitter Badge MSN Ads OpenAds SiteMeter Statcounter Vibrant Ads Wordpress Stats Chitika Technorati Widget Google Widgets ShareThis Sphere FeedBurner MyBlogLog Adify CPX Interactive Crazy Egg Feedjit Snap Amazon Associates Clicky Lotame AddtoAny Baynote Observer BlogCatalog Blogads Digg Widget Disqus Google FriendConnect JS-Kit Kanoodle Kontera ContentLink Lijit AdaptiveBlue SmartLinks Advertising.com Alexa Traffic Rank Clicksor Federated Media HitTail LivePerson ScribeFire QuickAds TriggIt TwitterCounter Yahoo Overture YieldBuild BTBuckets BlogCounter BlogHer Ads ChartBeat ClickTale Criteo Crowd Science Cubics FriendFeed HitsLink IndexTools Intense Debate Lookery Omniture TouchClarity Others Online Outbrain Piwik Analytics PostRank Reinvigorate Salesforce Six Apart Advertising Statisfy UserVoice W3Counter WidgetBucks Woopra AdultAdWorld BlogRollr Dotomi Facebook Beacon GetSatisfaction Gunggo HubSpot WebsiteGrader InfoLinks Kampyle LeadBack LeadLander Loomia Mint Skribit Spot200 Yahoo Analytics Zango gumgum blogspot.com 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 1 1 1 1 0 1 0 1 1 0 1 1 1 1 1 1 0 1 1 0 1 1 1 1 1 0 1 1 1 1 1 1 1 0 0 0 1 1 1 1 1 0 1 1 0 1 1 0 0 1 100 typepad.com 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 1 0 1 1 1 1 1 1 1 1 1 0 1 1 1 1 1 1 1 1 0 1 1 1 1 1 1 1 0 1 1 1 1 1 0 0 0 1 1 0 1 0 1 1 0 1 1 1 0 0 0 1 1 0 0 1 1 0 1 0 1 1 1 0 1 1 1 0 0 0 1 1 0 0 0 1 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 75 google.com top100 websites 1 1 0 1 1 0 1 1 1 0 1 1 1 1 0 1 0 1 0 0 1 1 1 1 0 1 1 1 0 0 1 1 1 1 1 1 1 1 0 0 1 1 1 1 0 1 1 0 0 0 0 0 0 1 0 0 1 1 0 1 1 0 1 0 0 0 0 0 0 0 0 0 1 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 44 blogger.com 1 1 0 0 1 0 1 0 0 0 1 0 1 0 0 0 0 1 0 0 0 1 0 0 0 0 0 0 1 0 0 1 1 0 0 0 1 1 1 1 1 1 0 0 0 1 1 0 1 0 1 0 1 0 0 1 1 1 0 1 0 0 0 1 1 0 0 0 1 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 31 msn.com 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 0 1 1 1 0 0 1 1 1 0 0 0 1 1 1 0 0 1 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 29 aol.com 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 0 1 0 1 0 0 0 0 0 0 0 0 0 0 0 0 1 0 1 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 1 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 28 yahoo.com 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 1 1 1 1 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 1 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 27 huffingtonpost.com 1 1 1 0 1 1 1 1 1 1 0 0 1 0 1 1 0 1 0 0 1 0 1 0 1 1 1 1 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1 1 0 0 0 0 1 0 0 0 0 0 0 0 0 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 27 photobucket.com 1 1 1 0 1 1 1 1 1 1 0 1 1 1 1 0 1 0 1 0 1 1 1 1 0 0 1 1 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 25 tripod.com 1 1 1 0 1 1 1 0 0 0 1 0 1 1 1 0 0 0 1 0 0 1 0 0 0 0 1 0 0 0 0 1 1 0 0 1 1 1 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 25 careerbuilder.com 1 1 1 1 1 1 1 0 0 1 0 1 1 1 1 1 0 0 1 0 1 1 0 1 0 0 0 0 0 1 0 0 1 1 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 22 nytimes.com 1 1 1 1 1 1 1 1 1 1 0 1 1 0 1 1 1 0 0 1 0 1 0 0 1 0 0 0 1 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 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