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A measurement study of online tracking and advertising in Ibero-America

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10.1109/ACCESS.2021.3085024
 
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hdl:2117/354280

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Estrada Jiménez, José Antonio
Parra Arnau, JavierMés informacióMés informacióMés informació
Rodríguez Hoyos, Ana Fernanda
Forné Muñoz, JorgeMés informacióMés informacióMés informació
Pallarès Segarra, EsteveMés informacióMés informacióMés informació
Document typeArticle
Defense date2021
PublisherInstitute of Electrical and Electronics Engineers (IEEE)
Rights accessOpen Access
Attribution 3.0 Spain
Except where otherwise noted, content on this work is licensed under a Creative Commons license : Attribution 3.0 Spain
Abstract
The ability of the online marketing industry to track and pro le users' Web-browsing activity is what enables effective, tailored-made advertising services. The intrusiveness of these practices and the increasing invasiveness of digital advertising, however, have raised serious concerns regarding user privacy. Although the level of ubiquity of tracking and advertising has been investigated in top-world sites based in North America and Western Europe, the extent to which those practices are carried out in territories with less or no legal coverage in terms of data protection has not been studied so far. In this work, we present the rst detailed measurement of online tracking and advertising conducted to date in one of those regions, namely, Ibero-America, by analyzing local websites (e.g., education and government sites). In doing so, our measurement study aims to nd out how user location as well as the type of publisher may impact on tracking and advertising and thus user privacy. Lastly, our thorough, extensive analysis also explores whether differences are appreciated between Latin America and the EU with regard to the third-party tracking conducted from and towards the corresponding countries.
Description
This research work is part of J. Estrada-Jiménez's Ph.D. thesis
CitationEstrada, J. [et al.]. A measurement study of online tracking and advertising in Ibero-America. "IEEE access", 2021, vol. 9, p. 80996-81007. 
URIhttp://hdl.handle.net/2117/354280
DOI10.1109/ACCESS.2021.3085024
ISSN2169-3536
Publisher versionhttps://ieeexplore.ieee.org/document/9444431
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  • SISCOM - Smart Services for Information Systems and Communication Networks - Articles de revista [42]
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