arXivDaily arXiv每日学术速递 周一至周五更新
arXiv 2002.00934cs.CYcs.CR
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别跟踪我,兄弟!超党派网站上用户人口统计的差异跟踪

Stop Tracking Me Bro! Differential Tracking Of User Demographics On Hyper-partisan Websites

Pushkal Agarwal, Sagar Joglekar, Panagiotis Papadopoulos, Nishanth Sastry, Nicolas Kourtellis

摘要:

具有超党派、左倾或右倾焦点的网站提供的内容通常偏向于目标受众的期望。这类内容往往使用户两极分化,他们反复被特定(极端)内容所吸引,通常反映了政治和社会经济主题上的强硬党派路线。虽然这种两极分化已被广泛研究的内容,它仍然是未知的,它如何与浏览用户所经历的在线跟踪,特别是当他们表现出某些人口统计特征。例如,目前尚不清楚这些网站如何使广告生态系统能够根据性别或年龄跟踪用户。在本文中,我们采取的第一步,揭示和衡量这种潜在的差异,在跟踪施加在用户访问特定的党线的网站。为此,我们设计和部署了一种方法来系统地探测这些网站,并测量用户跟踪的差异。这种方法允许我们创建具有特定属性(如性别和年龄)的用户角色,并以一致和可重复的方式自动化他们的浏览行为。因此,我们系统地研究这些网站及其第三方如何跟踪人物角色,特别是如果他们表现出特定的人口统计特征。总的来说,我们在556个超党派网站上测试了9个人物角色,发现右倾网站倾向于比左倾网站更强烈地跟踪用户,这取决于用户人口统计数据,使用Cookie和Cookie同步方法,并导致更昂贵的广告投放。

英文摘要:

Websites with hyper-partisan, left or right-leaning focus offer content that is typically biased towards the expectations of their target audience. Such content often polarizes users, who are repeatedly primed to specific (extreme) content, usually reflecting hard party lines on political and socio-economic topics. Though this polarization has been extensively studied with respect to content, it is still unknown how it associates with the online tracking experienced by browsing users, especially when they exhibit certain demographic characteristics. For example, it is unclear how such websites enable the ad-ecosystem to track users based on their gender or age. In this paper, we take a first step to shed light and measure such potential differences in tracking imposed on users when visiting specific party-line's websites. For this, we design and deploy a methodology to systematically probe such websites and measure differences in user tracking. This methodology allows us to create user personas with specific attributes like gender and age and automate their browsing behavior in a consistent and repeatable manner. Thus, we systematically study how personas are being tracked by these websites and their third parties, especially if they exhibit particular demographic properties. Overall, we test 9 personas on 556 hyper-partisan websites and find that right-leaning websites tend to track users more intensely than left-leaning, depending on user demographics, using both cookies and cookie synchronization methods and leading to more costly delivered ads.

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

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