Web Privacy Measurement in Real-Time Bidding Systems. A Graph-Based Approach to RTB System Classification

Web Privacy Measurement in Real-Time Bidding Systems. A Graph-Based Approach to RTB System Classification (diss. Leiden), Amsterdam: Ipskamp Printing, ISBN 978 94 028 1323 4, 2019

294 Pages Posted: 1 Feb 2019

See all articles by Rob van Eijk

Rob van Eijk

E Law@Leiden - Center For Law And Information Society, Leiden University

Date Written: January 29, 2019

Abstract

Web Privacy Measurement (WPM) has been established as an academic research field since 2012. WPM scholars observe websites and services to detect, characterize, and quantify privacy impacting behaviors. The main goal of the research field is to increase transparency through measurement.

In the doctoral thesis, Robbert J. van Eijk investigates the advertisements online that seem to follow you. The technology enabling the advertisements is called Real-Time Bidding (RTB). An RTB system is defined as a network of partners enabling big data applications within the organizational field of marketing. The system aims to improve sales by real-time data-driven marketing and personalized (behavioral) advertising. The author applies network science algorithms to arrive at measuring the privacy component of RTB. In the thesis, it is shown that cluster-edge betweenness and node betweenness support us in understanding the partnerships of the ad-technology companies. From our research it transpires that the interconnection between partners in an RTB network is caused by the data flows of the companies themselves due to their specializations in ad technology. Furthermore, the author provides that a Graph-Based Methodological Approach (GBMA) controls the situation of differences in consent implementations in European countries. The GBMA is tested on a dataset of national and regional European news websites.

This is a volume in the series of the Meijers Research Institute and Graduate School of the Leiden Law School of Leiden University. This study is part of the Law School’s research programme ’Effective Protection of Fundamental Rights in a pluralist world.’

Keywords: Real-Time Bidding, Privacy, Web Privacy Measurement, GDPR, ePrivacy, online advertising, web tracking, third-party tracking

Suggested Citation

Eijk, Rob van, Web Privacy Measurement in Real-Time Bidding Systems. A Graph-Based Approach to RTB System Classification (January 29, 2019). Web Privacy Measurement in Real-Time Bidding Systems. A Graph-Based Approach to RTB System Classification (diss. Leiden), Amsterdam: Ipskamp Printing, ISBN 978 94 028 1323 4, 2019. Available at SSRN: https://ssrn.com/abstract=3319284

Rob van Eijk (Contact Author)

E Law@Leiden - Center For Law And Information Society, Leiden University ( email )

Leiden
Netherlands

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