Data collection, that often starts with cookies and ends up with mountains of information, is increasingly becoming a topic of debate and discussion. The question that begs to be answered is - Is data good or bad? There is no debate that Data is needed to build great products. Google, Facebook, Stylight,Booking.com, etc. would not be able to offer their services unless they had tons of data. No company or product is an exception. The current modus-operandi is "collect-as-much-as-you-can". Then, breach of personal data like passport number, bank details, personal relationships, etc. are a side-effect of the data-collection practices that we have been following for years. We can no more ignore the questions - who owns the data - users or the organization? Whose responsibility is it to safeguard thus collected data from falling into the hands of unfavourable recipients? Can we change the way we collect data?

1. Corporates’ malicious
behavior:
Intent or Accident ?
Konark Modi @konarkmodi
Cliqz, Munich
DAHO.AM 2018

5. Need a debit card ?
DAHO.AM 2018
https://twitter.com/needadebitcard

6. Leaking passwords
DAHO.AM 2018

7. Bank statements
DAHO.AM 2018

8. How many of us think this is bad ?
DAHO.AM 2018

9. DAHO.AM 2018

10. DAHO 2018

11. https://www.spotify.com/de/account/overview/?utm_source=spotify&utm_medi
um=menu&utm_campaign=your_account&oauth%255ftoken=NAph...(REDAC
TED)

13. Larger picture
Corporates malicious behaviour: Intent or Accident
• Legitimate use cases for 3rd parties
• Web analytics
• Content delivery network
• On- and offsite user journey and
conversion tracking
• App performance
• Audience measurement
• Goal conversions
• Content recommendation
• Social sharing
DAHO.AM 2018

14. “ The de facto standard of data collection is
bound to produce privacy side-effects”
DAHO.AM 2018

15. Compromising user’s
privacy (unintentionally*)

16. Case of unintentional tracking
• Google Analytics (GA) is massive,
present on more than 44% of all page
loads.
• GA does not offer any service (public)
that requires to build a session with all
user’s activity.
• GA actually cares a lot about privacy:
- Ephemeral UIDs
- Sanitization of URLs
• Try this at home:
- https://github.com/cliqz-oss/local-sheriff
Corporates malicious behaviour: Intent or Accident DAHO.AM 2018

17. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
spiegel.de 18:49:10 [91.5.xx.xx, 1440x736]
DAHO.AM 2018

18. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
https://www.foodora.de/en/restauran
ts/lat/4…/lng/1…/plz/8…/city/M…/add
ress/..stra/hno
18:51:00 [91.5.xx.xx, 1440x736]
Geo coordinates Street name / PIN
Street name / PIN
DAHO.AM 2018

19. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
https://secure.booking.com/m
y-reservations/../../
18:54:00 [91.5.xx.xx, 1440x736]
Booking number
Price
Private window
DAHO.AM 2018

20. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
https://imgur.com/gallery/hc7otmu 18:54:00 [91.5.xx.xx, 1440x736]
DAHO.AM 2018

21. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
analytics.twitter.com/user/konarkmodi/
home
18:58:00 [91.5.xx.xx, 1440x736]
DAHO.AM 2018

22. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
https://emirates.com/sessionH
andler.aspx/…..
18:59:00 [91.5.xx.xx, 1440x736]
DAHO.AM 2018

23. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
URL TS UID
spiegel.de 09:49:10 [91.5.xx.xx, 1440x736]
www.foodora.de/en/restaurants/lat/4…/lng/1…/plz/8
…/city/M…/address/..stra/hno
18:51:00 [91.5.xx.xx, 1440x736]
twitter.com/mrmcd2017 18:54:00 [91.5.xx.xx, 1440x736]
secure.booking.com/my-reservations/../../ 18:54:00 [91.5.xx.xx, 1440x736]
imgur.com/gallery/hc7otmu 18:54:00 [91.5.xx.xx, 1440x736]
analytics.twitter.com/user/konarkmodi/home 18:58:00 [91.5.xx.xx, 1440x736]
emirates.com/sessionHandler.aspx/….. 18:59:00 [91.5.xx.xx, 1440x736]
GA Backend
DAHO.AM 2018

24. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
URL TS UID
spiegel.de 09:49:10 [91.5.xx.xx, 1440x736]
www.foodora.de/en/restaurants/lat/4…/lng/1…/plz/8
…/city/M…/address/..stra/hno
18:51:00 [91.5.xx.xx, 1440x736]
twitter.com/mrmcd2017 18:54:00 [91.5.xx.xx, 1440x736]
secure.booking.com/my-reservations/../../ 18:54:00 [91.5.xx.xx, 1440x736]
imgur.com/gallery/hc7otmu 18:54:00 [91.5.xx.xx, 1440x736]
analytics.twitter.com/user/konarkmodi/home 18:58:00 [91.5.xx.xx, 1440x736]
emirates.com/sessionHandler.aspx/….. 18:59:00 [91.5.xx.xx, 1440x736]
GA Backend
DAHO.AM 2018

25. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
IP: 91.5.XX.XX https://www.google-analytics.com/collect? …
dl=https%3A%2F
%2Fanalytics.twitter.com%2Fuser%konarkmodi%2Fhome&
... &vp=1440x736&...
DAHO.AM 2018

26. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
IP: 91.5.XX.XX https://www.google- analytics.com/collect? … dr=
https://emirates.com/sessionHandler.aspx/…..
& ... &vp=1440x736&...
DAHO.AM 2018

27. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
URL TS UID
spiegel.de 09:49:10 [91.5.xx.xx, 1440x736]
www.foodora.de/en/restaurants/lat/4…/lng/1…/plz/8
…/city/M…/address/..stra/hno
18:51:00 [91.5.xx.xx, 1440x736]
twitter.com/mrmcd2017 18:54:00 [91.5.xx.xx, 1440x736]
secure.booking.com/my-reservations/../../ 18:54:00 [91.5.xx.xx, 1440x736]
imgur.com/gallery/hc7otmu 18:54:00 [91.5.xx.xx, 1440x736]
analytics.twitter.com/user/konarkmodi/home 18:58:00 [91.5.xx.xx, 1440x736]
emirates.com/sessionHandler.aspx/….. 18:59:00 [91.5.xx.xx, 1440x736]
GA Backend
DAHO.AM 2018

28. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
URL TS UID
spiegel.de 09:49:10 [91.5.xx.xx, 1440x736]
www.foodora.de/en/restaurants/lat/4…/lng/1…/plz/8
…/city/M…/address/..stra/hno
18:51:00 [91.5.xx.xx, 1440x736]
twitter.com/mrmcd2017 18:54:00 [91.5.xx.xx, 1440x736]
secure.booking.com/my-reservations/../../ 18:54:00 [91.5.xx.xx, 1440x736]
imgur.com/gallery/hc7otmu 18:54:00 [91.5.xx.xx, 1440x736]
analytics.twitter.com/user/konarkmodi/home 18:58:00 [91.5.xx.xx, 1440x736]
emirates.com/sessionHandler.aspx/….. 18:59:00 [91.5.xx.xx, 1440x736]
DAHO.AM 2018

29. Points to note
• This data collection pattern relies on server-side
aggregation per user.
• For that the records need to be linked on the backend.
• For records to be linked, client needs to attach an ID.
• This method is bound to produce privacy side-
effects.
DAHO.AM 2018

30. Points to note
• This data collection pattern relies on server-side
aggregation per user.
• For that the records need to be linked on the backend.
• For records to be linked, client needs to attach an ID.
• This method is bound to produce privacy side-
effects.
DAHO.AM 2018

31. Points to note
• This data collection pattern relies on server-side
aggregation per user.
• For that the records need to be linked on the backend.
• For records to be linked, client needs to attach an ID.
• This method is bound to produce privacy side-
effects.
DAHO.AM 2018

32. Points to note
• This data collection pattern relies on server-side
aggregation per user.
• For that the records need to be linked on the backend.
• For records to be linked, client needs to attach an ID.
• This method is bound to produce privacy side-
effects.
DAHO.AM 2018

33. Points to note
• This data collection pattern relies on server-side
aggregation per user.
• For that the records need to be linked on the backend.
• For records to be linked, client needs to attach an ID.
• The data can be used for purposes other than
counting, like profiling, re-targeting.
DAHO.AM 2018

34. Case of unintentional tracking
Corporates malicious behaviour: Intent or Accident
URL TS UID
spiegel.de 09:49:10 3rd Party cookie
www.foodora.de/en/restaurants/lat/4…/lng/1…/plz/8
…/city/M…/address/..stra/hno
18:51:00 3rd Party cookie
twitter.com/mrmcd2017 18:54:00 3rd Party cookie
secure.booking.com/my-reservations/../../ 18:54:00 3rd Party cookie
imgur.com/gallery/hc7otmu 18:54:00 3rd Party cookie
analytics.twitter.com/user/konarkmodi/home 18:58:00 3rd Party cookie
emirates.com/sessionHandler.aspx/….. 18:59:00 3rd Party cookie
DAHO.AM 2018

35. Case of unintentional tracking

36. Who controls the data
DAHO.AM 2018

37. Is there some evil plan ?

38. Example : Counting Unique visitors
• 4 people visited spiegel.de/xyz?
• 1 person visited spiegel.de/xyz visted
4 times?
• How can it be resolved?
Corporates malicious behaviour: Intent or Accident
URL TS IP
Spiegel.de/xyz 09:48:40 82.143.2.X
Spiegel.de/xyz 09:48:42 137.9.10.X
Spiegel.de/xyz 09:48:59 137.9.10.X
Spiegel.de/xyz 09:49:12 137.9.10.X
DAHO.AM 2018

39. Example : Counting Unique visitors
• 4 people visited spiegel.de/xyz?
• 1 person visited spiegel.de/xyz visited
4 times?
• How can it be resolved?
Corporates malicious behaviour: Intent or Accident
URL TS IP
Spiegel.de/xyz 09:48:40 82.143.2.X
Spiegel.de/xyz 09:48:42 137.9.10.X
Spiegel.de/xyz 09:48:59 137.9.10.X
Spiegel.de/xyz 09:49:12 137.9.10.X
• Identifying which records come from
the same person to avoid over-
counting.
• A UID is needed
• 4 visits, 3 unique visitors
URL TS IP
Spiegel.de/xyz 09:48:40 [82.143.2.X,
1320x910]
Spiegel.de/xyz 09:48:42 [137.9.10.X,
1266x809]
Spiegel.de/xyz 09:48:59 [137.9.10.X,
940x645]
Spiegel.de/xyz 09:49:12 [137.9.10.X,
940x645]
DAHO.AM 2018

40. Example : Counting Unique visitors
• 4 people visited spiegel.de/xyz?
• 1 person visited spiegel.de/xyz visted
4 times?
• How can it be resolved?
Corporates malicious behaviour: Intent or Accident
Spiegel.de/xyz 09:48:40 82.143.2.X
Spiegel.de/xyz 09:48:42 137.9.10.X
Spiegel.de/xyz 09:48:59 137.9.10.X
Spiegel.de/xyz 09:49:12 137.9.10.X
• Identifying which records come from
the same person to avoid over-
counting.
• A UID is needed
• 4 visits, 3 unique visitors
Spiegel.de/xyz 09:48:40 [82.143.2.X,
1320x910]
Spiegel.de/xyz 09:48:42 [137.9.10.X,
1266x809]
Spiegel.de/xyz 09:48:59 [137.9.10.X,
940x645]
Spiegel.de/xyz 09:49:12 [137.9.10.X,
940x645]
DAHO.AM 2018

41. What can we as technologists, developers, hackers
do ?
DAHO.AM 2018

42. Change in mindset
DAHO.AM 2018

43. Since server side aggregation per user is the root of the problem,
we should move aggregation per user to the client’s side –
user’s browser
DAHO.AM 2018

44. Green tracker
• Modern browsers have the ability to keep state via HTML5 LocalStorage.
• Looks pretty familiar, but is slightly different:
• LocalStorage belongs to green-tracker.fbt.co (the collector backend)
• Respects CORS
• IFRAME is sandboxed (no access to Document)
• Explicit control from site-owner (postMessage)
• Explicit control from user (messages and state can be removed and inspect at will)
DAHO.AM 2018

45. Server-side Aggregation – Google
Analytics
Spiegel.de/xyz Spiegel.de/xyz
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

46. Server-side Aggregation – Google
Analytics
spiegel.de/xyz Spiegel.de/xyz
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
3rd party
tracking
script
3rd party
tracking
script
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

47. Server-side Aggregation – Google
Analytics
spiegel.de/xyz spiegel.de/xyz
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
3rd party
tracking
script
3rd party
tracking
script
spiegel.de/xyz [137.9.10.X, 940x645]
state = []
visit
spiegel.de/xyz unique-visit
spiegel.de/xyz
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

48. Server-side Aggregation – Google
Analytics
spiegel.de/xyz spiegel.de/xyz
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
3rd party
tracking
script
3rd party
tracking
script
spiegel.de/xyz [137.9.10.X, 940x645]
state = []
visit
spiegel.de/xyz unique-visit
spiegel.de/xyz
state = [
H(spiegel.de/xyz, unique-
visit, timestamp)]
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

49. Server-side Aggregation – Google
Analytics
spiegel.de/xyz spiegel.de/xyz
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
3rd party
tracking
script
3rd party
tracking
script
state = []
state = [
H(spiegel.de/xyz, unique-
visit, timestamp)]
spiegel.de/xyz [137.9.10.X, 940x645] visitspiegel.de/xyz
spiegel.de/xyz unique-visit
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

50. Server-side Aggregation – Google
Analytics
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
spiegel.de/xyz [137.9.10.X, 940x645] visitspiegel.de/xyz
spiegel.de/xyz unique-visit
Count
Uniques
Count
Uniques
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

51. Server-side Aggregation – Google
Analytics
spiegel.de/xyz spiegel.de/xyz
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
spiegel.de/xyz [137.9.10.X, 940x645] visitspiegel.de/xyz
spiegel.de/xyz unique-visit
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

52. Server-side Aggregation – Google
Analytics
spiegel.de/xyz spiegel.de/xyz
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
3rd party
tracking
script
3rd party
tracking
script
spiegel.de/xyz [137.9.10.X, 940x645] visitspiegel.de/xyz
spiegel.de/xyz unique-visit
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

53. Server-side Aggregation – Google
Analytics
spiegel.de/xyz spiegel.de/xyz
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
3rd party
tracking
script
3rd party
tracking
script
state = []
state = [
H(spiegel.de/xyz, unique-
visit, timestamp)]
spiegel.de/xyz [137.9.10.X, 940x645] visitspiegel.de/xyz
spiegel.de/xyz unique-visit
spiegel.de/xyz [137.9.10.X, 940x645]
visit
spiegel.de/xyz unique-visit
spiegel.de/xyz
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

54. Server-side Aggregation – Google
Analytics
spiegel.de/xyz spiegel.de/xyz
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
3rd party
tracking
script
3rd party
tracking
script
state = []
state = [
H(spiegel.de/xyz, unique-
visit, timestamp)]
spiegel.de/xyz [137.9.10.X, 940x645] visitspiegel.de/xyz
spiegel.de/xyz unique-visitspiegel.de/xyz [137.9.10.X, 940x645]
visitspiegel.de/xyz
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

55. Server-side Aggregation – Google
Analytics
spiegel.de/xyz spiegel.de/xyz
GA Backend CGT Backend
Client-side Aggregation –
CLIQZ Green Tracker
Browser Browser
3rd party
tracking
script
3rd party
tracking
script
state = []
state = [
H(spiegel.de/xyz, unique-
visit, timestamp)]
spiegel.de/xyz [137.9.10.X, 940x645] visitspiegel.de/xyz
spiegel.de/xyz unique-visitspiegel.de/xyz [137.9.10.X, 940x645]
visitspiegel.de/xyzCount
Uniques
Count
Uniques
GREEN TRACKER: COUNTING UNIQUE VISITORS
Collecting data in a socially responsible manner DAHO.AM 2018

56. Beyond counting unique visitors
https://github.com/cliqz-oss/green-analytics
*Cliqz has no plans to become an analytics
service, this approach is to demonstrate a
responsible way to doing data collection, so
feel free to fork, play and may become the
next clean, green GA.
DAHO.AM 2018

57. Human Web
Anti-phishingSearch
Anti-trackingNews
Anolysis
Safe Sync
AristotleWhoTracks.Me
Offrz
Market Analysis
https://github.com/cliqz-oss/

58. " I always knew what the right path was,
but I never took it. You know why? Because it
was too damn hard." – Colonel Slade
“I always knew what
the right path was,
but I never took it.
You know why?
Because it
was too damn hard."
- Colonel Slade

59. Thank you for listening.
Konark Modi, Tech lead
@konarkmodi
konark@cliqz.com