text: Being able to check whether an online advertisement has been targeted is essential for resolving privacy controversies and implementing in practice data protection regulations like GDPR, CCPA, and COPPA. In this paper we describe the design, implementation, and deployment of an advertisement auditing system called iWnder that uses crowdsourcing to reveal in real time whether a display advertisement has been targeted or not. Crowdsourcing simplifies the detection of targeted advertising, but requires reporting to a central repository the impressions seen by different users, thereby jeopardising their privacy. We break this deadlock with a privacy preserving data sharing protocol that allows iWnder to compute global statistics required to detect targeting, while keeping the advertisements seen by individual users and their browsing history private. We conduct a simulation study to explore the effect of different parameters and a live validation to demonstrate the accuracy of our approach. Unlike previous solutions, iWnder can even detect indirect targeting, i.e., marketing campaigns that promote a product or service whose description bears no semantic overlap with its targeted audience.
  @cite_37: Today's Web services - such as Google, Amazon, and Facebook - leverage user data for varied purposes, including personalizing recommendations, targeting advertisements, and adjusting prices. At present, users have little insight into how their data is being used. Hence, they cannot make informed choices about the services they choose. To increase transparency, we developed XRay, the first fine-grained, robust, and scalable personal data tracking system for the Web. XRay predicts which data in an arbitrary Web account (such as emails, searches, or viewed products) is being used to target which outputs (such as ads, recommended products, or prices). XRay's core functions are service agnostic and easy to instantiate for new services, and they can track data within and across services. To make predictions independent of the audited service, XRay relies on the following insight: by comparing outputs from different accounts with similar, but not identical, subsets of data, one can pinpoint targeting through correlation. We show both theoretically, and through experiments on Gmail, Amazon, and YouTube, that XRay achieves high precision and recall by correlating data from a surprisingly small number of extra accounts.
  @cite_47: We present Sunlight, a system that detects the causes of targeting phenomena on the web -- such as personalized advertisements, recommendations, or content -- at large scale and with solid statistical confidence. Today's web is growing increasingly complex and impenetrable as myriad of services collect, analyze, use, and exchange users' personal information. No one can tell who has what data, for what purposes they are using it, and how those uses affect the users. The few studies that exist reveal problematic effects -- such as discriminatory pricing and advertising -- but they are either too small-scale to generalize or lack formal assessments of confidence in the results, making them difficult to trust or interpret. Sunlight brings a principled and scalable methodology to personal data measurements by adapting well-established methods from statistics for the specific problem of targeting detection. Our methodology formally separates different operations into four key phases: scalable hypothesis generation, interpretable hypothesis formation, statistical significance testing, and multiple testing correction. Each phase bears instantiations from multiple mechanisms from statistics, each making different assumptions and tradeoffs. Sunlight offers a modular design that allows exploration of this vast design space. We explore a portion of this space, thoroughly evaluating the tradeoffs both analytically and experimentally. Our exploration reveals subtle tensions between scalability and confidence. Sunlight's default functioning strikes a balance to provide the first system that can diagnose targeting at fine granularity, at scale, and with solid statistical justification of its results. We showcase our system by running two measurement studies of targeting on the web, both the largest of their kind. Our studies -- about ad targeting in Gmail and on the web -- reveal statistically justifiable evidence that contradicts two Google statements regarding the lack of targeting on sensitive and prohibited topics.
  @cite_18: The intrusiveness and the increasing invasiveness of online advertising have, in the last few years, raised serious concerns regarding user privacy and Web usability. As a reaction to these concerns, we have witnessed the emergence of a myriad of ad-blocking and antitracking tools, whose aim is to return control to users over advertising. The problem with these technologies, however, is that they are extremely limited and radical in their approach: users can only choose either to block or allow all ads. With around 200 million people regularly using these tools, the economic model of the Web—in which users get content free in return for allowing advertisers to show them ads—is at serious peril. In this article, we propose a smart Web technology that aims at bringing transparency to online advertising, so that users can make an informed and equitable decision regarding ad blocking. The proposed technology is implemented as a Web-browser extension and enables users to exert fine-grained control over advertising, thus providing them with certain guarantees in terms of privacy and browsing experience, while preserving the Internet economic model. Experimental results in a real environment demonstrate the suitability and feasibility of our approach, and provide preliminary findings on behavioral targeting from real user browsing profiles.
  @cite_53: To partly address people's concerns over web tracking, Google has created the Ad Settings webpage to provide information about and some choice over the profiles Google creates on users. We present AdFisher, an automated tool that explores how user behaviors, Google's ads, and Ad Settings interact. AdFisher can run browser-based experiments and analyze data using machine learning and significance tests. Our tool uses a rigorous experimental design and statistical analysis to ensure the statistical soundness of our results. We use AdFisher to find that the Ad Settings was opaque about some features of a user's profile, that it does provide some choice on ads, and that these choices can lead to seemingly discriminatory ads. In particular, we found that visiting webpages associated with substance abuse changed the ads shown but not the settings page. We also found that setting the gender to female resulted in getting fewer instances of an ad related to high paying jobs than setting it to male. We cannot determine who caused these findings due to our limited visibility into the ad ecosystem, which includes Google, advertisers, websites, and users. Nevertheless, these results can form the starting point for deeper investigations by either the companies themselves or by regulatory bodies.
summary: Correlation-based solutions treat the online advertising ecosystem as a blackbox and apply machine learning and statistical methods to detect correlations between the browsing behavior and other characteristics of a user (OS, device type, location, ) and the ads he sees. For instance, XRay @cite_37 and Sunlight @cite_47 create for each persona several . Each shadow account performs a subset of the actions performed by the original persona. By analyzing the common actions performed by shadow accounts receiving the same reaction from the ecosystem ( , the same ad), the authors can infer the cause of a targeting event. AdFisher @cite_53 uses similar concepts to find discrimination practices, for instance, in the ads shown to men vs. women. As with topic-based detection, this technique presents important challenges related to scalability and practical implementation. Moreover, they are not suitable for real-time targeting detection. With the exception of @cite_18 , no previous work has been implemented as a tool for end-users. Most of them, including @cite_18 , rely on content-based analysis, thereby suffering from scalability issues and inability to detect indirect targeting.