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Your Hashed IP Address: Ubuntu.

Your Hashed IP Address: Ubuntu. Prof. Dr. Norbert Pohlmann - Cyber-Sicherheitsexperten

Your Hashed IP Address: Ubuntu. Pohlmann

402 - Your Hashed IP Address - Ubuntu - Perspectives on Transparency Tools for Online Advertising - Prof. Norbert Pohlmann

M. Degeling, T. Holz, N. Pohlmann, T. Urban:
“Your Hashed IP Address: Ubuntu.”
Perspectives on Transparency Tools for Online Advertising. Annual Computer Security Applications Conference – ACSAC’19. 2019.

Ad personalization has been criticized in the past for invadingprivacy, lack of transparency, and improper controls offered tousers. Recently, companies started to provide web portals and othermeans for users to access data collected about them. In this paper,we study these new transparency tools from multiple perspectivesusing a mixed-methods approach. Still practices of data sharingbarely changed until recently when new legislationrequiredallcompanies to grant individual access to personal data stored aboutthem. Using a mixed-methods approach we study the benefits ofthe new rights for users.

First, we analyze transparency tools pro-vided by 22 companies and check whether they follow previousrecommendations for usability and user expectations. Based onthese insights, we conduct a survey with 490 participants to eval-uate three common approaches to disclose data. To complementthis user-centric view, we shed light on the design decisions andcomplexities of transparency in online advertising using an onlinesurvey (n=24) and in-person interviews (n=8) with experts fromthe industry. We find that newly created transparency tools presenta variety of information to users, from detailed technical logs tohigh-level interest segment information. Our results indicate thatusers do not (yet) know what to learn from the data and mistrust theaccuracy of the information shown to them. At the same time, newtransparency requirements pose several challenges to an industrythat excessively shares data that even they sometimes cannot relateto an individual.

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402 - Your Hashed IP Address - Ubuntu - Perspectives on Transparency Tools for Online Advertising - Prof. Norbert Pohlmann
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