Measuring the Effectiveness of Privacy Tools for Limiting Behavioral Advertising
Measuring the Effectiveness of Privacy Tools for Limiting Behavioral Advertising
复制标题
衡量限制行为广告的隐私工具的有效性
DOI：
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发表时间：
2012
期刊：
影响因子：
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通讯作者：
Yang Wang
中科院分区：
文献类型：
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作者：
Rebecca Balebako;P. Leon;Richard Shay;Blase Ur;Yang Wang
在线行为广告（OBA）是根据个人在线活动量身定制广告的做法。用户对这种做法表达了隐私方面的担忧，广告行业和第三方都为用户提供了控制他们收到的OBA的工具。我们提供了第一个系统的方法来评估这些工具在限制OBA方面的有效性。我们首先提出了一种基于网络历史记录来衡量行为定位的方法，我们通过一个案例研究来支持这种方法，该案例研究表明，一些文本广告目前正在根据浏览历史记录进行量身定制。然后，我们提出了一种方法来评估工具的有效性，无论它们是如何实现的，限制OBA。使用这种方法，我们展示了六种工具在限制Google基于文本的行为广告方面的有效性差异。这些工具包括选择退出网页，浏览器不跟踪（DNT）头，以及阻止黑名单域的工具。尽管在我们有限的案例研究中，选择退出Cookie和阻止工具都有效地限制了OBA，但数百万Firefox用户使用的DNT头文件并不有效。我们详细介绍了我们的方法，并讨论了如何将其扩展到超越我们的案例研究来衡量OBA。
—Online Behavioral Advertising (OBA) is the practice of tailoring ads based on an individual’s activities online. Users have expressed privacy concerns regarding this practice, and both the advertising industry and third parties offer tools for users to control the OBA they receive. We provide the first systematic method for evaluating the effectiveness of these tools in limiting OBA. We first present a methodology for measuring behavioral targeting based on web history, which we support with a case study showing that some text ads are currently being tailored based on browsing history. We then present a methodology for evaluating the effectiveness of tools, regardless of how they are implmented, for limiting OBA. Using this methodology, we show differences in the effectiveness of six tools at limiting text-based behavioral ads by Google. These tools include opt-out webpages, browser Do Not Track (DNT) headers, and tools that block blacklisted domains. Although both opt-out cookies and blocking tools were effective at limiting OBA in our limited case study, the DNT headers that are being used by millions of Firefox users were not effective. We detail our methodology and discuss how it can be extended to measure OBA beyond our case study.