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To enable targeted ads, companies profile Internet users, automatically inferring potential interests and demographics. While current profiling centers on users' web browsing data, smartphones and other devices with rich sensing capabilities portend profiling techniques that draw on methods from ubiquitous computing. Unfortunately, even existing profiling and ad-targeting practices remain opaque to users, engendering distrust, resignation, and privacy concerns. We hypothesized that making profiling visible at the time and place it occurs might help users better understand and engage with automatically constructed profiles. To this end, we built a technology probe that surfaces the incremental construction of user profiles from both web browsing and activities in the physical world. The probe explores transparency and control of profile construction in real time. We conducted a two-week field deployment of this probe with 25 participants. We found that increasing the visibility of profiling helped participants anticipate how certain actions can trigger specific ads. Participants' desired engagement with their profile differed in part based on their overall attitudes toward ads. Furthermore, participants expected algorithms would automatically determine when an inference was inaccurate, no longer relevant, or off-limits. Current techniques typically do not do this. Overall, our findings suggest that leveraging opportunistic moments within pervasive computing to engage users with their own inferred profiles can create more trustworthy and positive experiences with targeted ads.
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Defining "Broken": User Experiences and Remediation Tactics When Ad-Blocking or Tracking-Protection Tools Break a Website’s User Experience
To counteract the ads and third-party tracking ubiquitous on the web, users turn to blocking tools---ad-blocking and tracking-protection browser extensions and built-in features. Unfortunately, blocking tools can cause non-ad, non-tracking elements of a website to degrade or fail, a phenomenon termed breakage. Examples include missing images, non-functional buttons, and pages failing to load. While the literature frequently discusses breakage, prior work has not systematically mapped and disambiguated the spectrum of user experiences subsumed under "breakage," nor sought to understand how users experience, prioritize, and attempt to fix breakage. We fill these gaps. First, through qualitative analysis of 18,932 extension-store reviews and GitHub issue reports for ten popular blocking tools, we developed novel taxonomies of 38 specific types of breakage and 15 associated mitigation strategies. To understand subjective experiences of breakage, we then conducted a 95-participant survey. Nearly all participants had experienced various types of breakage, and they employed an array of strategies of variable effectiveness in response to specific types of breakage in specific contexts. Unfortunately, participants rarely notified anyone who could fix the root causes. We discuss how our taxonomies and results can improve the comprehensiveness and prioritization of ongoing attempts to automatically detect and fix breakage.
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- Award ID(s):
- 2047827
- PAR ID:
- 10403615
- Date Published:
- Journal Name:
- Proceedings of the 32nd USENIX Security Symposium
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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