Slides for Brighton SEO 2017 Conference

1. #brightonSEO
Michal Brys
Mezzobit
Web users tracking behind the scenes
@michalbrys
slideshare.net/michalbr
@MichalBrys

2. #brightonSEO

3. #brightonSEO @MichalBrys

4. #brightonSEO @MichalBrys

5. #brightonSEO @MichalBrys

6. #brightonSEO @MichalBrys
Source: https://www.singletracks.com/blog/mtb-videos/video-iceland-proven-here/

7. #brightonSEO @MichalBrys
In the meantime...

8. #brightonSEO
Cookie:
_id = xyz123
Referrer:
bikesite.com
Social sharing widget
@MichalBrys
You see Tracking
Context:
● Identity
● Demography
● Interests

9. #brightonSEO
Cookie:
_id = xyz123
Referrer:
bookstore.com
Context:
● Identity
● Demography
● Interests
@MichalBrys
You see Tracking
Source: http://shop.lonelyplanet.com

10. #brightonSEO
Cookie:
_id = xyz123
Referrer:
cheapflights.com
Context:
● Identity
● Decision phase
@MichalBrys
You see Tracking
Source: http://www.cheapflights.com.com

11. #brightonSEO
Cookie:
_id = xyz123
Referrer:
cheapflights.com
Context:
● Identity
● Travel destination
and date
@MichalBrys
You see Tracking
Source: http://www.orbitz.com

12. #brightonSEO
Cookie:
_id = xyz123
Referrer:
cheapflights.com
Context:
● Identity
● Travel destination
and date
@MichalBrys
You see Tracking
Source: http://www.orbitz.com
Device:
Macintosh; Intel Mac OS X
“On Orbitz, Mac Users
Steered to Pricier Hotels”
Source: [1]

13. #brightonSEO
1st party
Owner:
domain.com
Access:
domain.com
@MichalBrys
Cookies on website
Image: [1]

14. #brightonSEO
3rd party
Owner:
tracking.com
Access:
tracking.com
@MichalBrys
Cookies on website
Image: [1]

15. #brightonSEO
Who delete
cookies?
@MichalBrys

16. #brightonSEO
Cookie respawn
@MichalBrys
Image: [1,2]

17. #brightonSEO
Cookie respawn
@MichalBrys
Image: [1, 2, 3]

18. #brightonSEO
No cookies,
no problem?
@MichalBrysImage: [4]

19. #brightonSEO
Fingerprinting
Device identification without log in.
=
• Operating system
• CPU
• Fonts
• GPU / Canvas
• ...
@MichalBrys
Image: [5]

20. #brightonSEO @MichalBrys
Image: [6]

21. #brightonSEO @MichalBrys

22. #brightonSEO
Why it’s suspicious?
Analytics code
User
(browser)
3rd party tag
User
(browser)
Analytics code
Scenario 1
Scenario 2
@MichalBrys

23. #brightonSEO @MichalBrys

24. #brightonSEO
Marketing
campaign
@MichalBrys

25. #brightonSEO
Research:
injected tracking code
@MichalBrys

26. #brightonSEO
12%
Scanned websites
have injected tracking code
@MichalBrys

27. #brightonSEO
Summary:
○ More popular on small and medium sites
○ Provided by popular widgets
○ Sometimes injected by potential malware
@MichalBrys
Research:
injected tracking code

28. #brightonSEO
No “border control”
2 pageviews
23 tag vendors
46 hosts
21 locations
8 countries
@MichalBrys

29. #brightonSEO
It’s ok OK to use data:
● in aggregated form
● for better content
● for more accurate ads
Takeaway
It’s NOT OK to:
● inject tracking code
● steal audience
● spy :)
@MichalBrys

30. #brightonSEO
Scan your site:
instant-scan.mezzobit.com
Michal Brys
@michalbrys
michalbrys.com

31. #brightonSEO
Sources:
[1] https://www.wsj.com/articles/SB10001424052702304458604577488822667325882
[2] http://senglehardt.com/
[3] https://lukaszolejnik.com/
Images:
[1] https://commons.wikimedia.org/wiki/File:Cookie.png
[2] https://www.iconfinder.com/icons/23227/broom_brush_clear_sweep_icon
[3] http://www.iconarchive.com/tag/zombie
[4] https://twitter.com/mecookiemonster
[5] https://commons.wikimedia.org/wiki/File:Fingerprint_picture.svg
[6] https://i.stack.imgur.com/PtbGQ.png