research-article
Authors: Maximilian Hils, Daniel W. Woods, and Rainer Böhme
IMC '20: Proceedings of the ACM Internet Measurement Conference
October 2020
Pages 317 - 332
Published: 27 October 2020 Publication History
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Abstract
Privacy laws like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have pushed internet firms processing personal data to obtain user consent. Uncertainty around sanctions for non-compliance led many websites to embed a Consent Management Provider (CMP), which collects users' consent and shares it with third-party vendors and other websites. Our paper maps the formation of this ecosystem using longitudinal measurements. Primary and secondary data sources are used to measure each actor within the ecosystem. Using 161 million browser crawls, we estimate that CMP adoption doubled from June 2018 to June 2019 and then doubled again until June 2020. Sampling 4.2 million unique domains, we observe that CMP adoption is most prevalent among moderately popular websites (Tranco top 50-10k) but a long tail exists. Using APIs from the ad-tech industry, we quantify the purposes and lawful bases used to justify processing personal data. A controlled experiment on a public website provides novel insights into how the time-to-complete of two leading CMPs' consent dialogues varies with the preferences expressed, showing how privacy aware users incur a significant time cost.
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Index Terms
Measuring the Emergence of Consent Management on the Web
Information systems
World Wide Web
Online advertising
Networks
Network performance evaluation
Network measurement
Security and privacy
Human and societal aspects of security and privacy
Privacy protections
Usability in security and privacy
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IMC '20: Proceedings of the ACM Internet Measurement Conference
October 2020
751 pages
ISBN:9781450381383
DOI:10.1145/3419394
Copyright © 2020 ACM.
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Published: 27 October 2020
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Author Tags
- CCPA
- GDPR
- consent
- privacy
- web measurement
Qualifiers
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IMC '20 Paper Acceptance Rate 53 of 216 submissions, 25%;
Overall Acceptance Rate 277 of 1,083 submissions, 26%
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- Kyi L(2024)Reimagining Online Consent for More Responsible and Human-Centred Data CollectionExtended Abstracts of the 2024 CHI Conference on Human Factors in Computing Systems10.1145/3613905.3651129(1-3)Online publication date: 11-May-2024
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- Kyi LMhaidli ASantos CRoesner FBiega A(2024)“It doesn’t tell me anything about how my data is used”: User Perceptions of Data Collection PurposesProceedings of the CHI Conference on Human Factors in Computing Systems10.1145/3613904.3642260(1-12)Online publication date: 11-May-2024
https://dl.acm.org/doi/10.1145/3613904.3642260
- Radway SQuintanilla KLudden CVotipka D(2024)An Investigation of US Universities' Implementation of FERPA Student Directory Policies and Student Privacy PreferencesProceedings of the CHI Conference on Human Factors in Computing Systems10.1145/3613904.3642066(1-35)Online publication date: 11-May-2024
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- Smith MTorres-Agüero AGrossman RSen PChen YBorcea CChua TNgo CKa-Wei Lee RKumar RLauw H(2024)A Study of GDPR Compliance under the Transparency and Consent FrameworkProceedings of the ACM on Web Conference 202410.1145/3589334.3645618(1227-1236)Online publication date: 13-May-2024
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- Jha NTrevisan MMellia MIrarrazaval RFernandez D(2023)I Refuse if You Let Me: Studying User Behavior with Privacy Banners at Scale2023 7th Network Traffic Measurement and Analysis Conference (TMA)10.23919/TMA58422.2023.10198936(1-9)Online publication date: 26-Jun-2023
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