National Tracking Ecologies - Digital Methods Summer School 2013

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National Tracking Ecologies - Digital Methods Summer School 2013

  1. 1. National Tracking Ecologies Digital Methods Summer School 2013 Anne, Esther, Astrid, Sarieta, Marc, Bev, Gabriele, Lonneke, Carolin, Marta.
  2. 2. Research Problem •  Knowing that there is a multiplicity of trackers collecting data online, can we detect specific national tracking ecologies? •  Original research question: What is the extensiveness of tracking per country? •  What does it tell us about the global and local tracking economies?
  3. 3. The dataset •  Special dataset from Ghostery: trackers encountered from country location (anonymised IP to geo data, we only received country name). •  Date range: May 2013 •  Limitation I: Based on Ghostery data (specific population, uneven country distribution). •  Limitation II: Ghostery does not detect all trackers, main coverage North America & Europe. •  Limitation III: IP address possibly does not correspond to real location of user (proxy usage). •  New research question: Which trackers do users encounter & potentially participate in when surfing from specific countries?
  4. 4. Overview •  44 Countries. •  Based on IP to geo service. •  1465 unique trackers found. •  All countries have more than 1000 trackers (except Malta & Cyprus). •  Draw on Ghostery categories: ads, tracker/beacon, analytics, privacy, widget. •  Focus on: (1) overall tracker encounters & (2) widgets. •  Most prominent and unique trackers encounter per country.
  5. 5. Trackers per country
  6. 6. Widgets per country
  7. 7. Widgets per country minus top level
  8. 8. Widgets per country
  9. 9. Widgets per country minus top level
  10. 10. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% United States United Kingdom Turkey Taiwan Switzerland Sweden Spain Slovenia Slovakia Saudi Arabia Russia Romania Portugal Poland Norway Netherlands Mexico Malta Luxembourg Lithuania Latvia Korea Japan Italy Israel Ireland Iceland Hungary Greece Germany France Finland E onia Egypt Denmark Czech Republic Cyprus China Canada Bulgaria Brazil Belgium Au ria Argentina Top 10 trackers per country Ad 842.777.785 Analytics 634.301.927 Tracker 259.261.245 Widget 779.939.192
  11. 11. AddThis AdForm AdFox ADMAN AdOcean AdRiver ADTECH Adverticum Amazon.Associates AT.Internet Baidu.Ads BBelements Blog.Rating.Tracker Casale.Media CNZZ Disqus DoubleClick e.planning Emediate Etarget Facebook.Connect Facebook.Social.Graph Facebook.Social.Plugins Gemius Google..1 Google.Adsense Google.AdWords.Conversion Google.Analytics INFOnline iprom Livefyre LiveInternet MarkMonitor Median MicroAd Modernus NetRatings.SiteCensus Ninja.Access.Analysis Omniture..Adobe.Analytics. OpenX OWA Quantcast Rambler Rich Right.Media ScoreCard.Research.Beacon SMART.AdServer Tanx TNS Twitter.Button VKontakte.Widgets Whos.amung.us Yandex.Metrics Argentina Austria Belgium Brazil Bulgaria Canada China Cyprus Czech Republic Denmark Egypt Estonia Finland France Germany Greece Hungary Iceland Ireland Israel Italy Japan Korea Latvia Lithuania Luxembourg Malta Mexico Netherlands Norway Poland Portugal Romania Russia Saudi Arabia Slovakia Slovenia Spain Sweden Switzerland Taiwan Turkey United Kingdom United States Top 10 trackers per country LEGEND NON COUNTRY SPECIFIC COUNTRY SPECIFIC
  12. 12. Top 10 widgets per country LEGEND NON COUNTRY SPECIFIC COUNTRY SPECIFIC Facebook.Social.Plugins Google..1 Twitter.Button AddThis Disqus Facebook.Social.Graph Livefyre ShareThis Pinterest Twitter.Badge Whos.amung.us Google.AJAX.Search.API Outbrain Google.Tag.Manager VKontakte.Widgets LivePerson Brightcove Bazaarvoice Tumblr.Buttons LinkWithin Mail.Ru.Group Yandex.API Revolver.Maps Hatena NET.Metrix Leiki Qrius SnapEngage Weibo.Widget Hyves.Widgets Argentina Austria Belgium Brazil Bulgaria Canada China Cyprus Czech Republic Denmark Egypt Estonia Finland France Germany Greece Hungary Iceland Ireland Israel Italy Japan Korea Latvia Lithuania Luxembourg Malta Mexico Netherlands Norway Poland Portugal Romania Russia Saudi Arabia Slovakia Slovenia Spain Sweden Switzerland Taiwan Turkey United Kingdom United States
  13. 13. •  Distribution: Top 10 trackers make up around 50% of all tracker encounters. •  Users from all countries participate in global tracking economies. •  Few unique trackers, but several specific national trackers per country. Key findings
  14. 14. Dataset shifted research focus: 1.  From identifying trackers specific to countries to participation of local Ghostery users in global tracking economies. 2.  From studying unique to studying specific trackers: global ecologies & economies. 3.  From focus on tracking companies to tracker encounters. Conclusion
  15. 15. Thank you. Images by •  http://www.flickr.com/photos/lennyjpg/ •  http://unproductive.tumblr.com/ Thanks Alexei!

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