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The European General Data Protection Regulation (GDPR), which went into effect in May 2018, brought new rules for the processing of personal data that affect many business models, including online advertising. The regulation’s definition of personal data applies to every company that collects data from European Internet users. This includes tracking services that, until then, argued that they were collecting anonymous information and data protection requirements would not apply to their businesses.
Previous studies have analyzed the impact of the GDPR on the prevalence of online tracking, with mixed results. In this paper, we go beyond the analysis of the number of third parties and focus on the underlying information sharing networks between online advertising companies in terms of client-side cookie syncing. Using graph analysis, our measurement shows that the number of ID syncing connections decreased by around 40 % around the time the GDPR went into effect, but a long-term analysis shows a slight rebound since then. While we can show a decrease in information sharing between third parties, which is likely related to the legislation, the data also shows that the amount of tracking, as well as the general structure of cooperation, was not affected. Consolidation in the ecosystem led to a more centralized infrastructure that might actually have negative effects on user privacy, as fewer companies perform tracking on more sites.
Measurement studies are essential for research and industry alike to understand the Web’s inner workings better and help quantify specific phenomena. Performing such studies is demanding due to the dynamic nature and size of the Web. An experiment’s careful design and setup are complex, and many factors might affect the results. However, while several works have independently observed differences in
the outcome of an experiment (e.g., the number of observed trackers) based on the measurement setup, it is unclear what causes such deviations. This work investigates the reasons for these differences by visiting 1.7M webpages with five different measurement setups. Based on this, we build ‘dependency trees’ for each page and cross-compare the nodes in the trees. The results show that the measured trees differ considerably, that the cause of differences can be attributed to specific nodes, and that even identical measurement setups can produce different results.