Measuring Third-party Tracker Power across Web and Mobile
Measuring Third-party Tracker Power across Web and Mobile
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DOI：
10.1145/3176246
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发表时间：
2018-02
期刊：
影响因子：
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通讯作者：
Reuben Binns;Jun Zhao;M. V. Kleek;N. Shadbolt
中科院分区：
文献类型：
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作者：
Reuben Binns;Jun Zhao;M. V. Kleek;N. Shadbolt
第三方网络通过网站和移动应用程序收集大量用户数据。追踪公司之间的整合可以显著提高它们各自的追踪能力，从而引发竞争监管机构的审查。传统的基于收益或销售额的市场份额衡量方法并不能代表追踪器的追踪能力，特别是当它同时跨越网页和手机时。本文提出了一种基于跟踪器在流行网站和应用程序上的覆盖范围来衡量跟踪能力集中度的新方法。我们的研究结果表明，跟踪器的突出性和母子关系对准确测量浓度有显著影响。
Third-party networks collect vast amounts of data about users via websites and mobile applications. Consolidations among tracker companies can significantly increase their individual tracking capabilities, prompting scrutiny by competition regulators. Traditional measures of market share, based on revenue or sales, fail to represent the tracking capability of a tracker, especially if it spans both web and mobile. This article proposes a new approach to measure the concentration of tracking capability, based on the reach of a tracker on popular websites and apps. Our results reveal that tracker prominence and parent–subsidiary relationships have significant impact on accurately measuring concentration.