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Today’s mobile apps employ third-party advertising and tracking (A&T) libraries, which may pose a threat to privacy. State-of-the-art detects and blocks outgoing A&T HTTP/S requests by using manually curated filter lists (e.g. EasyList), and recently, using machine learning approaches. The major bottleneck of both filter lists and classifiers is that they rely on experts and the community to inspect traffic and manually create filter list rules that can then be used to block traffic or label ground truth datasets. We propose NoMoATS – a system that removes this bottleneck by reducing the daunting task of manually creating filter rules, to the much easier and scalable task of labeling A&T libraries. Our system leverages stack trace analysis to automatically label which network requests are generated by A&T libraries. Using NoMoATS, we collect and label a new mobile traffic dataset. We use this dataset to train decision tree classifiers, which can be applied in real-time on the mobile device and achieve an average F-score of 93%. We show that both our automatic labeling and our classifiers discover thousands of requests destined to hundreds of different hosts, previously undetected by popular filter lists. To the best of our knowledge, our system is the first to (1) automatically label which mobile network requests are engaged in A&T, while requiring to only manually label libraries to their purpose and (2) apply on-device machine learning classifiers that operate at the granularity of URLs, can inspect connections across all apps, and detect not only ads, but also tracking. 

Abstract In this paper, we present a large-scale measurement study of the smart TV advertising and tracking ecosystem. First, we illuminate the network behavior of smart TVs as used in the wild by analyzing network traffic collected from residential gateways. We find that smart TVs connect to well-known and platform-specific advertising and tracking services (ATSes). Second, we design and implement software tools that systematically explore and collect traffic from the top-1000 apps on two popular smart TV platforms, Roku and Amazon Fire TV. We discover that a subset of apps communicate with a large number of ATSes, and that some ATS organizations only appear on certain platforms, showing a possible segmentation of the smart TV ATS ecosystem across platforms. Third, we evaluate the (in)effectiveness of DNS-based blocklists in preventing smart TVs from accessing ATSes. We highlight that even smart TV-specific blocklists suffer from missed ads and incur functionality breakage. Finally, we examine our Roku and Fire TV datasets for exposure of personally identifiable information (PII) and find that hundreds of apps exfiltrate PII to third parties and platform domains. We also find evidence that some apps send the advertising ID alongside static PII values, effectively eliminating the user’s ability to opt out of ad personalization.