On Web user tracking: How third-party http requests track users’ browsing patterns for personalised advertising.

Published in Ad Hoc Networking Workshop (Med-Hoc-Net), 2016 Mediterranean, 2016

Recommended citation: S. Puglisi, D. Rebollo-Monedero, J. Forne. (2016). "On Web user tracking: How third-party http requests track users browsing patterns for personalised advertising." Ad Hoc Networking Workshop (Med-Hoc-Net), 2016 Mediterranean. https://www.researchgate.net/publication/303488658_On_Web_User_Tracking_How_Third-Party_Http_Requests_Track_Users%27_Browsing_Patterns_for_Personalised_Advertising

On today’s Web, users trade access to their private data for content and services. Advertising sustains the business model of many websites and applications. Efficient and successful advertising relies on predicting users’ actions and tastes to suggest a range of products to buy. It follows that, while surfing the Web users leave traces regarding their identity in the form of activity patterns and unstructured data. We analyse how advertising networks build user footprints and how the suggested advertising reacts to changes in the user behaviour.

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Recommended citation: S. Puglisi, D. Rebollo-Monedero, J. Forne. (2016). “On Web user tracking: How third-party http requests track users’ browsing patterns for personalised advertising.” Ad Hoc Networking Workshop (Med-Hoc-Net), 2016 Mediterranean.