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Web users tracking behind the scenes

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Slides for Brighton SEO 2017 Conference

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Web users tracking behind the scenes

  1. 1. #brightonSEO Michal Brys Mezzobit Web users tracking behind the scenes @michalbrys slideshare.net/michalbr @MichalBrys
  2. 2. #brightonSEO
  3. 3. #brightonSEO @MichalBrys
  4. 4. #brightonSEO @MichalBrys
  5. 5. #brightonSEO @MichalBrys
  6. 6. #brightonSEO @MichalBrys Source: https://www.singletracks.com/blog/mtb-videos/video-iceland-proven-here/
  7. 7. #brightonSEO @MichalBrys In the meantime...
  8. 8. #brightonSEO Cookie: _id = xyz123 Referrer: bikesite.com Social sharing widget @MichalBrys You see Tracking Context: ● Identity ● Demography ● Interests
  9. 9. #brightonSEO Cookie: _id = xyz123 Referrer: bookstore.com Context: ● Identity ● Demography ● Interests @MichalBrys You see Tracking Source: http://shop.lonelyplanet.com
  10. 10. #brightonSEO Cookie: _id = xyz123 Referrer: cheapflights.com Context: ● Identity ● Decision phase @MichalBrys You see Tracking Source: http://www.cheapflights.com.com
  11. 11. #brightonSEO Cookie: _id = xyz123 Referrer: cheapflights.com Context: ● Identity ● Travel destination and date @MichalBrys You see Tracking Source: http://www.orbitz.com
  12. 12. #brightonSEO Cookie: _id = xyz123 Referrer: cheapflights.com Context: ● Identity ● Travel destination and date @MichalBrys You see Tracking Source: http://www.orbitz.com Device: Macintosh; Intel Mac OS X “On Orbitz, Mac Users Steered to Pricier Hotels” Source: [1]
  13. 13. #brightonSEO 1st party Owner: domain.com Access: domain.com @MichalBrys Cookies on website Image: [1]
  14. 14. #brightonSEO 3rd party Owner: tracking.com Access: tracking.com @MichalBrys Cookies on website Image: [1]
  15. 15. #brightonSEO Who delete cookies? @MichalBrys
  16. 16. #brightonSEO Cookie respawn @MichalBrys Image: [1,2]
  17. 17. #brightonSEO Cookie respawn @MichalBrys Image: [1, 2, 3]
  18. 18. #brightonSEO No cookies, no problem? @MichalBrysImage: [4]
  19. 19. #brightonSEO Fingerprinting Device identification without log in. = • Operating system • CPU • Fonts • GPU / Canvas • ... @MichalBrys Image: [5]
  20. 20. #brightonSEO @MichalBrys Image: [6]
  21. 21. #brightonSEO @MichalBrys
  22. 22. #brightonSEO Why it’s suspicious? Analytics code User (browser) 3rd party tag User (browser) Analytics code Scenario 1 Scenario 2 @MichalBrys
  23. 23. #brightonSEO @MichalBrys
  24. 24. #brightonSEO Marketing campaign @MichalBrys
  25. 25. #brightonSEO Research: injected tracking code @MichalBrys
  26. 26. #brightonSEO 12% Scanned websites have injected tracking code @MichalBrys
  27. 27. #brightonSEO Summary: ○ More popular on small and medium sites ○ Provided by popular widgets ○ Sometimes injected by potential malware @MichalBrys Research: injected tracking code
  28. 28. #brightonSEO No “border control” 2 pageviews 23 tag vendors 46 hosts 21 locations 8 countries @MichalBrys
  29. 29. #brightonSEO It’s ok OK to use data: ● in aggregated form ● for better content ● for more accurate ads Takeaway It’s NOT OK to: ● inject tracking code ● steal audience ● spy :) @MichalBrys
  30. 30. #brightonSEO Scan your site: instant-scan.mezzobit.com Michal Brys @michalbrys michalbrys.com
  31. 31. #brightonSEO Sources: [1] https://www.wsj.com/articles/SB10001424052702304458604577488822667325882 [2] http://senglehardt.com/ [3] https://lukaszolejnik.com/ Images: [1] https://commons.wikimedia.org/wiki/File:Cookie.png [2] https://www.iconfinder.com/icons/23227/broom_brush_clear_sweep_icon [3] http://www.iconarchive.com/tag/zombie [4] https://twitter.com/mecookiemonster [5] https://commons.wikimedia.org/wiki/File:Fingerprint_picture.svg [6] https://i.stack.imgur.com/PtbGQ.png

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