Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

New tool expands tracking of personal data on the Web

12.10.2015

Columbia researchers to present 'Sunlight' at computer security conference

Navigating the Web gets easier by the day as corporate monitoring of our emails and browsing habits fine-tune the algorithms that serve us personalized ads and recommendations. But convenience comes at a cost. In the wrong hands, our personal information can be used against us, to discriminate on housing and health insurance, and overcharge on goods and services, among other risks.


A second-generation tool called Sunlight is intended to bring greater transparency to the Web.

Credit: Tumblr

"The Web is like the Wild West," says Roxana Geambasu, a computer scientist at Columbia Engineering and the Data Science Institute. "There's no oversight of how our data are being collected, exchanged and used."

With computer scientists, Augustin Chaintreau and Daniel Hsu, and graduate students Mathias Lecuyer, Riley Spahn and Yannis Spiliopoulos, Geambasu has designed a second-generation tool for bringing transparency to the Web.

It's called Sunlight and builds on its predecessor, XRay, which linked ads shown to Gmail users with text in their emails, and recommendations on Amazon and YouTube with their shopping and viewing patterns. The researchers will present the new tool and a related study on Oct. 14 in Denver, at the Association for Computing Machinery's annual conference on security.

Sunlight works at a wider scale than XRay, and more accurately matches user-tailored ads and recommendations to tidbits of information supplied by users, the researchers say. Prior researchers have traced specific ads, product recommendations and prices to specific inputs like location, search terms and gender, one by one.

One tool, AdFisher, received attention earlier this year after showing that fake Web users thought to be male job seekers were more likely than female job seekers to be shown ads for executive jobs when later visiting a news site.

Sunlight, by contrast, is the first to analyze numerous inputs and outputs together to form hypotheses that are tested on a separate dataset carved out from the original. At the end, each hypothesis, and its linked input and output, is rated for statistical confidence. "We're trying to strike a balance between statistical confidence and scale so that we can start to see what's happening across the Web as a whole," said Hsu.

The researchers set up 119 Gmail accounts, and over a month last fall sent 300 messages with sensitive words in the subject line and body of the email. About 15 percent of the ads that followed appeared to be targeted; some seemed to contradict Google's policy to not target ads based "on race, religion, sexual orientation, health or sensitive financial categories," the researchers said. For example, words typed into the subject line of a message-- "unemployed," "depressed," and "Jewish," were found to trigger ads for "easy auto financing," a service to find "cheating spouses," and a "free ancestor" search, respectively.

The researchers also set up fake browsing profiles and surfed the 40 most popular sites on the Web to see what ads popped up. They found that just 5 percent of the ads appeared to be targeted, but some seemed to violate Google's advertising ban on products and services facilitating drug use, they said. For example, a visit to "hightimes.com" triggered an ad for bongs at AquaLab Technologies, researchers said. Interestingly, the algorithms also seemed to pick up on the political leanings of popular news sites, pitching Israeli bonds to Fox News readers, and an anti-Tea Party candidate to Huffington Post readers.

The researchers caution against inferring that Google and other companies are intentionally using sensitive information to target ads and recommendations. The flow of personal data on the Web has become so complex, they said, that companies themselves may not know how targeting is taking place.

In Nov. 10, 2014, Google abruptly shut down Gmail ads - the last day that Geambasu and her colleagues were able to collect data. The ads appear to have been replaced by so-called organic ads displayed in the promotions tab. Sunlight has the ability to detect targeting in those ads, too, said Geambasu, but the researchers haven't yet given that a try.

Sunlight's intended audience is regulators, consumer watchdogs and journalists. The tool lets them explore how personal information is being used and decide where closer investigation is needed, they said. "In many ways the Web has been a force for good, but there needs to be accountability if it's going to remain that way," said Chaintreau.

"Sunlight is distinctive in that it can examine multiple types of inputs simultaneously (e.g., gender, age, browsing activity) to develop hypotheses about which of these inputs impact certain outputs (e.g., ads on Gmail)," said Anupam Datta, a researcher at Carnegie Mellon who led the development of the AdFisher tool and was not involved in the current study. "This tool takes us closer to the critical goal of discovering personal data use effects at scale."

###

A copy of the study "Sunlight: Fine-grained Targeting Detection at Scale with Statistical Confidence" is available online.

Related stories: New Tool Makes Online Privacy More Transparent, Aug. 18, 2014

Scientist Contacts:
Augustin Chaintreau, augustin@cs.columbia.edu
Roxana Geambasu, roxana@cs.columbia.edu
Daniel Hsu, djhsu@cs.columbia.edu

Media Contact: Kim Martineau, klm32@columbia.edu, (646) 717-0134

The Data Science Institute at Columbia University is training the next generation of data scientists and developing technology to serve society. http://datascience.columbia.edu/

Media Contact

Kim Martineau
klm32@columbia.edu
646-717-0134

 @columbia

http://www.columbia.edu 

Kim Martineau | EurekAlert!

More articles from Information Technology:

nachricht Cutting edge research for the industries of tomorrow – DFKI and NICT expand cooperation
21.03.2017 | Deutsches Forschungszentrum für Künstliche Intelligenz GmbH, DFKI

nachricht Molecular motor-powered biocomputers
20.03.2017 | Technische Universität Dresden

All articles from Information Technology >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Giant Magnetic Fields in the Universe

Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.

The results will be published on March 22 in the journal „Astronomy & Astrophysics“.

Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...

Im Focus: Tracing down linear ubiquitination

Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.

Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...

Im Focus: Perovskite edges can be tuned for optoelectronic performance

Layered 2D material improves efficiency for solar cells and LEDs

In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...

Im Focus: Polymer-coated silicon nanosheets as alternative to graphene: A perfect team for nanoelectronics

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...

Im Focus: Researchers Imitate Molecular Crowding in Cells

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to simulate these confined natural conditions in artificial vesicles for the first time. As reported in the academic journal Small, the results are offering better insight into the development of nanoreactors and artificial organelles.

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

International Land Use Symposium ILUS 2017: Call for Abstracts and Registration open

20.03.2017 | Event News

CONNECT 2017: International congress on connective tissue

14.03.2017 | Event News

ICTM Conference: Turbine Construction between Big Data and Additive Manufacturing

07.03.2017 | Event News

 
Latest News

Electrical 'switch' in brain's capillary network monitors activity and controls blood flow

27.03.2017 | Health and Medicine

Clock stars: Astrocytes keep time for brain, behavior

27.03.2017 | Life Sciences

Sun's impact on climate change quantified for first time

27.03.2017 | Earth Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>