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Lecture

Online tracking: FLOC and Privacy Concerns

In course

CS-523: Advanced topics on privacy enhancing technologies

This advanced course will provide students with the knowledge to tackle the design of privacy-preserving ICT systems. Students will learn about existing technologies to prect privacy, and how to evaluate the protection they provide. ...

Description

This lecture covers the concept of Federated Learning of Cohorts (FLOC) proposed by Google as a cookieless tracking method, where users are grouped based on browsing activity. It explains how FLOC works, from creating cohorts to displaying relevant ads. The lecture also addresses privacy concerns related to online tracking, including stateless tracking, evercookies, browser fingerprinting, canvas fingerprinting, and history sniffing. Countermeasures such as Do Not Track, third-party cookie blocking, browser extensions, and Tor are discussed. The presentation concludes by highlighting the pervasiveness of tracking beyond desktops, including mobile devices and smart TVs.

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Instructors (2)

Carmela González Troncoso

Alessandro Chiesa

Alessandro Chiesa is a faculty member in computer science. He conducts research in complexity theory, cryptography, and security, with a focus on the theoretical foundations and practical implementations of cryptographic proofs that are short and easy to verify. He is a co-author of several zkSNARK libraries, and is a co-inventor of the Zerocash protocol. He has co-founded Zcash and StarkWare Industries. He is a recipient of a Sloan Research Fellowship (2021), an Okawa Foundation Research Grant (2020), and Google Faculty Research Awards (2018 and 2017). He was included in MIT Technology Review's "35 Innovators Under 35" list in 2018.

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Related concepts (20)

Web tracking

Web tracking is the practice by which operators of websites and third parties collect, store and share information about visitors’ activities on the World Wide Web. Analysis of a user's behaviour may be used to provide content that enables the operator to infer their preferences and may be of interest to various parties, such as advertisers. Web tracking can be part of visitor management. The uses of web tracking include the following: Advertising companies actively collect information about users and make profiles that are used to individualize advertisements.

Device fingerprint

A device fingerprint or machine fingerprint is information collected about the software and hardware of a remote computing device for the purpose of identification. The information is usually assimilated into a brief identifier using a fingerprinting algorithm. A browser fingerprint is information collected specifically by interaction with the web browser of the device. Device fingerprints can be used to fully or partially identify individual devices even when persistent cookies (and zombie cookies) cannot be read or stored in the browser, the client IP address is hidden, or one switches to another browser on the same device.

Internet privacy

Internet privacy involves the right or mandate of personal privacy concerning the storage, re-purposing, provision to third parties, and display of information pertaining to oneself via the Internet. Internet privacy is a subset of data privacy. Privacy concerns have been articulated from the beginnings of large-scale computer sharing and especially relate to mass surveillance enabled by the emergence of computer technologies. Privacy can entail either personally identifiable information (PII) or non-PII information such as a site visitor's behaviour on a website.

Online advertising

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.

Brave (web browser)

Brave is a free and open-source web browser developed by Brave Software, Inc. based on the Chromium web browser. Brave is a privacy-focused browser, which automatically blocks some advertisements and website trackers in its default settings. Users can turn on optional ads that reward them for their attention in the form of Basic Attention Tokens (BAT), which can be used as a cryptocurrency or to make payments to registered websites and content creators. Brave Software's headquarters are in San Francisco, California.

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