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  <front>
    <journal-meta />
    <article-meta>
      <title-group>
        <article-title>Engineering Privacy and Protest: a Case Study of AdNauseam</article-title>
      </title-group>
      <contrib-group>
        <contrib contrib-type="author">
          <string-name>Daniel C. Howe</string-name>
          <email>daniel@rednoise.org</email>
          <xref ref-type="aff" rid="aff1">1</xref>
        </contrib>
        <contrib contrib-type="author">
          <string-name>Helen Nissenbaum</string-name>
          <email>hfn1@nyu.edu</email>
          <xref ref-type="aff" rid="aff0">0</xref>
        </contrib>
        <aff id="aff0">
          <label>0</label>
          <institution>Cornell Tech, New York University</institution>
          ,
          <country country="US">USA</country>
        </aff>
        <aff id="aff1">
          <label>1</label>
          <institution>School of Creative Media, City University</institution>
          ,
          <country country="HK">Hong Kong</country>
        </aff>
      </contrib-group>
      <abstract>
        <p>-The strategy of obfuscation has been broadly appliedin search, location tracking, private communication, anonymity-and has thus been recognized as an important element of the privacy engineer's toolbox. However, there remains a need for clearly articulated case studies describing not only the engineering of obfuscation mechanisms but, further, providing a critical appraisal of obfuscation's fit for specific socio-technical applications. This is the aim of our paper, which presents our experiences designing, implementing, and distributing AdNauseam, an open-source browser extension that leverages obfuscation to frustrate tracking by online advertisers. At its core, AdNauseam works like a list-based blocker, hiding or blocking ads and trackers. However, it provides two additional features. First, it collects the ads it finds in its 'Vault', allowing users to interactively explore the ads they have been served, and providing insight into the algorithmic profiles created by advertising networks. Second, AdNauseam simulates clicks on ads in order to confuse trackers and diminish the value of aggregated tracking data. A critic might ask: why click? Why not simply hide ads from users and hide users from trackers? The twofold answer reveals what may be distinctive elements of the AdNauseam approach. To begin, we conceptualize privacy as a societal value. Whereas many privacy tools offer solutions only for individual users, AdNauseam is built on the assumption that, often, effective privacy protection must be infused throughout a system. This assumption presents different and interesting engineering challenges. Second, AdNauseam seeks to concurrently achieve the goal of resistance through protest. And since protest frequently involves being vocal, AdNauseam's core design conflicts at times with conceptions of privacy based on secrecy or concealment. While such tensions, and the tradeoffs that result, are not uncommon in privacy engineering, the process of designing and building AdNauseam demanded their systematic consideration. In this paper we present challenges faced in attempting to apply obfuscation to a new domain, that of online tracking by advertisers. We begin with the goals of the project and the implemented features to which they map. We then present our engineering approach, the set of tensions that arose during implementation, and the ways in which these tensions were addressed. We discuss our initial evaluation efforts on both technical and ethical dimensions, and some of the challenges that remain. We conclude with thoughts on the broader issues facing privacy tools that must operate within complex sociotechnical contexts-especially those dominated by actors openly resistant to them-informed by our experience with AdNauseam's ban from Google's Chrome store.</p>
      </abstract>
    </article-meta>
  </front>
  <body>
    <sec id="sec-1">
      <title>I. INTRODUCTION</title>
      <p>
        The ad blocking wars [
        <xref ref-type="bibr" rid="ref34">34</xref>
        ] reflect wide ranging resistance to the
online advertising landscape. AdNauseam, an open-source,
crossplatform browser extension, contributes to the growing arsenal of
tools addressing this issue, by leveraging obfuscation in an attempt
to frustrate profiling based on interests revealed through ad clicks.
Specifically AdNauseam enables users to click ads behind the scenes
in order to register visits in ad network databases. The aim of the
software is to pollute the data gathered by trackers and render their
efforts to profile less effective and less profitable. At the same time,
the software allows users an avenue of proactive expression, by
actively disrupting the economic system that drives the system, and
by sowing mistrust (advertisers generally pay ad networks for clicks)
within it. Additionally, AdNauseam makes the ads it collects available
to users to explore via interactive real-time displays.
      </p>
      <sec id="sec-1-1">
        <title>A. Engineering Philosophy</title>
        <p>
          Our approach builds on prior work that explicitly takes social
values into account during tool design [
          <xref ref-type="bibr" rid="ref14">14</xref>
          ], [
          <xref ref-type="bibr" rid="ref12">12</xref>
          ], [
          <xref ref-type="bibr" rid="ref26">26</xref>
          ]. In
planning, development, and testing phases, we have integrated
valuesoriented concerns as first-order “constraints” together with more
typical metrics such as efficiency, speed, and robustness. Specific
instances of values-oriented constraints include transparency in
interface, function, code, process, and strategy; personal autonomy,
where users need not rely on third parties; social privacy with
distributed/community-oriented action; minimal resource
consumption (cognitive, bandwidth, client and server processing); and
usability (size, speed, configurability, and ease-of-use). Enumerating
values-oriented constraints early in the design process enables us to
iteratively revisit and refine them in the context of specific technical
decisions. Where relevant in the following sections, we discuss ways
in which AdNauseam benefited from this values-oriented approach,
as well as tensions between design goals that emerged. We have
also followed strategies from privacy-by-design [
          <xref ref-type="bibr" rid="ref19">19</xref>
          ], [
          <xref ref-type="bibr" rid="ref24">24</xref>
          ], [
          <xref ref-type="bibr" rid="ref20">20</xref>
          ], [
          <xref ref-type="bibr" rid="ref22">22</xref>
          ],
[
          <xref ref-type="bibr" rid="ref5">5</xref>
          ], including Data Minimization, Legitimacy Analysis and
Sociallyinformed Risk Analysis as elements of our design process.
        </p>
      </sec>
      <sec id="sec-1-2">
        <title>B. Design Goals and Constraints</title>
        <p>
          The AdNauseam extension attempts to realize three tangible goals
for the context of online tracking via advertising. The first is to
offer protection; protection against for users against malware and
“malvertising” (malicious software that leverages advertising
mechanisms to gain access to users’ systems [
          <xref ref-type="bibr" rid="ref31">31</xref>
          ]), as well as protection
against data aggregation and profiling (either for individual users,
the aggregate set of users, or both) via clicks on advertisements. The
second goal is to provide a means of proactive engagement, allowing
users an avenue for expression of their dissatisfaction with current
advertising mechanisms to those in control of such systems. In the
case of AdNauseam, this expression has an interventional aspect,
as the software actively attempts to disrupt the economic model
that drives advertising surveillance. The third goal is to facilitate
transparency regarding the advertising ecosystem—and the profiling
on which it operates—by providing users with the ability to view
the ads they are served in real-time, and later, to explore interactive
visualizations of the ads collected over time, providing a rare glimpse
of how advertisers view them.
        </p>
      </sec>
      <sec id="sec-1-3">
        <title>C. Social-Technical Context</title>
        <p>AdNauseam applies obfuscation to the context of tracking by
online advertisers. If we compare this context to others where
obfuscation has been applied (e.g., search), we notice similarities and
differences. In both cases users are confronted with large corporate
entities (search engines and advertising networks) whose business
models depend on the bulk collection of personal data. And in both
cases users have little say in shaping these interactions, except to
take-it-or leave it. One difference is that although “leaving it” may
be feasible in search, using instead a non-tracking alternative such as
DuckDuckGo, it is unclear what alternative exists for those wanting to
opt-out of advertising surveillance – cease using the Web? 1 A second
difference is the degree to which users want the service provided by
the trackers. In search we can assume most users do in fact want (or
need) the service offered by the search engine, which also happens
to be the tracker. Advertising, by contrast, is not as clear. Tracking
aside, some users may find ads useful; while others prefer not to see
ads at all, while still others might tolerate non-tracking ads in order to
avoid subscription fees. A third, structural difference, is that in search
there is a single adversary with full knowledge of both search and
meta data, including prior queries, click frequency, results clicked,
timing data, prior interest profiles, etc. By contrast, the advertising
ecosystem is fractured into multiple actors, including ad-hosting web
sites, advertisers, trackers, advertising networks, ad servers, analytics
companies, etc., each of which interacts with the user in different
ways, and is privy to different aspects of those interactions.</p>
      </sec>
      <sec id="sec-1-4">
        <title>D. Feature Mapping</title>
        <p>
          The mapping of goals to features (and to the system modules
described below) was performed as follows: The goal of protection
was implemented at a basic level by the clicking of collected ads,
via the visitation module; and by the blocking of non-visual trackers
and other malware, via the detection module. The former attempts to
protect the user from data profiling via clicks on advertisements, and
the latter from non-visual tracking and potential malware. Expression
was realized through clicks, again via the visitation module, and also
in our implementation of the EFF’s Do Not Track (DNT) mechanism
[
          <xref ref-type="bibr" rid="ref11">11</xref>
          ]. With DNT enabled (the default setting), the DNT header is sent
with all requests, and ads on DNT sites remain visible. Ads on these
DNT pages are also not visited by AdNauseam. The goal of increased
transparency is realized through the visualization module, specifically
via the real-time menu interface, where users can watch as new ads
are discovered, then visited; the vault interface (described below),
and a range of explanatory links embedded throughout AdNauseam’s
settings pages. Additionally, an in-depth Frequently-Asked-Questions
(FAQ) list is linked from multiple locations within the interface.
        </p>
      </sec>
      <sec id="sec-1-5">
        <title>E. Data Minimization</title>
        <p>
          Following a growing body of literature on privacy-by-design [
          <xref ref-type="bibr" rid="ref19">19</xref>
          ],
[
          <xref ref-type="bibr" rid="ref24">24</xref>
          ], [
          <xref ref-type="bibr" rid="ref20">20</xref>
          ], [
          <xref ref-type="bibr" rid="ref22">22</xref>
          ], [
          <xref ref-type="bibr" rid="ref5">5</xref>
          ], our design and implementation process followed
principles of data minimization. Thus AdNauseam was designed to
function without ever communicating to a “home server” or sending
user-data to any other entity, for any reason. For developers, this
meant we were unable to access usage patterns and related data,
1From this perspective, obfuscation may be even more legitimate for
advertising than for search, due to the lack of viable alternative options.
which may have yielded important insights. Yet this both clarified
our own position in regard to data collection, and also enabled us to
sidestep potential problems of data leakage or interception in transit.
[D]ata minimization does not necessarily imply anonymity,
but may also be achieved by means of concealing
information related to identifiable individuals [
          <xref ref-type="bibr" rid="ref19">19</xref>
          ].
        </p>
        <p>Additionally we have applied the principle of data minimization to
our ad export feature, which allows users to export their aggregate ad
collection (as JSON) in order to sync or migrate between machines,
to backup, or to share. From our experiences user-testing this feature,
we noted that such exports contained potentially sensitive data,
specifically users’ click trails (stored as the locations for found ads),
possibly over months or even years. When considering how to handle
this data we noted that it also existed in the browser’s local storage,
which could potentially be accessed by a malicious actor. Thus we
subsequently implemented encryption for this data, both in memory
and in storage, as well as offering users the option, before each export,
to redact ad locations if desired.</p>
      </sec>
      <sec id="sec-1-6">
        <title>F. Legitimacy Analysis</title>
      </sec>
      <sec id="sec-1-7">
        <title>Before any privacy-by-design activities are embarked upon,</title>
        <p>
          a discussion needs to take place with respect to the
“legitimacy” of the desired system given its burden on privacy.”
[
          <xref ref-type="bibr" rid="ref28">28</xref>
          ] [
          <xref ref-type="bibr" rid="ref20">20</xref>
          ]
A critic might ask: why click? Why not simply hide ads from
users and hide users from trackers? There are two reasons. First,
AdNauseam is inspired by the path-breaking work of Priscilla Regan,
who argued that beyond the protection of individual interests, privacy
may serve social ends, similar to collective goods such as clean
air or national defense [
          <xref ref-type="bibr" rid="ref38">38</xref>
          ]. This notion of privacy as a collective
good presents interesting engineering and evaluation challenges,
which, in our view, warrant close attention. Thus AdNauseam may
stimulate deliberation not only on its particular features, but may
draw attention to the conception of privacy it seeks to promote. A
second reason for clicking, as opposed to simply blocking, is that
AdNauseam seeks concurrently to achieve the goal of expressive
resistance to tracking through protest. And since protest generally
involves being vocal, AdNauseam’s design seeks to give voice to
users. Rather than enacting privacy as concealment, AdNauseam
provides a means for users to express, in plain sight, their dissent
by disrupting the dominant model of commercial surveillance. This
approach embodies a principle drawn from the theory of contextual
integrity, namely, privacy as appropriate flow of information [
          <xref ref-type="bibr" rid="ref36">36</xref>
          ].
Thus, AdNauseam does not hide deliberate clicks from trackers but
rather, by surrounding these clicks with decoy clicks, obfuscates
inferences from clicks to users’ interests, which may be manipulated
in various ways, including via behavioral advertising. AdNauseam
does not block clicks; instead it blocks inappropriate access to interest
profiles that trackers may infer from them.
        </p>
        <p>Some have argued that simply using a quality ad blocker offers
similar degrees of protection and expression. Although basic ad
blocking may protect individual users, its scope of impact is limited to
those users. There is also a need for tools whose impacts reach beyond
those individuals who know they exist and possess the sufficient
technical competence and confidence to install them. AdNauseam’s
aim of polluting aggregate data has the potential to reduce its value
to profilers and, more generally, to draw attention to the problematic
practices of behavioral advertisers. Although blocking may also
realize expressive goals, for example, via industry studies and media
reports, the expressed message differs from that of AdNauseam’s. Ad
blocker use is generally interpreted by the advertising industry as a
rejection of problematic aesthetic aspects of the ad experience, while
AdNauseam’s expressive intent specifically targets the industry’s
unethical surveillance practices 2. Anecdotal reports from tools users,
to which we return briefly below, also suggest qualitative differences
of intent in their use of AdNauseam.</p>
        <p>
          Finally, critics have claimed that AdNauseam harms independent
content producers who can no longer support their sites. As this
critique touches a broad array of tools, including standard ad blockers,
it will take us too far afield to address it fully here. However, setting
aside the rejoinder which points out that these sites are enabling
surveillance, or more harshly, “selling out” their visitors, the hope
is that loosening the chokehold of tracking over web and mobile
domains will allow other business models to flourish. Toward this
end we have enabled support in AdNauseam for the EFF’s DNT
mechanism, a machine-verifiable, and potentially legally-binding,
assertion on the part of sites that commit to privacy-respecting
behavior [
          <xref ref-type="bibr" rid="ref11">11</xref>
          ]. For sites that make this commitment, AdNauseam does
not (by default) hide, block, or click their ads.
        </p>
      </sec>
      <sec id="sec-1-8">
        <title>G. Socially-informed Risk Analysis</title>
        <p>
          Given the goals we hoped to achieve and the set of features to
which these mapped, we set out to identify risks to which users
might be exposed. For each such risk, we considered the degree to
which the user would be exposed when browsing the web using
an unmodified browser, in comparison to the degree of exposure
while using AdNauseam. Finally we considered their exposure using
existing alternatives, ad-blockers like AdBlock Plus [
          <xref ref-type="bibr" rid="ref1">1</xref>
          ] or
widespectrum blockers like uBlock [
          <xref ref-type="bibr" rid="ref17">17</xref>
          ](see, for example, Figure 3 below).
The following risks were identified:
        </p>
        <p>Increased tracking by advertisers and other data-gatherers
Personal data leakage (via clicks, hiding or export)</p>
        <p>
          Harms via malware or “malvertising”
To establish a lower-bound on exposure, we imposed a constraint that
exposure with AdNauseam must be strictly lower on all dimensions
than with an unmodified browser. Conversely, we hypothesized that
the current performance of uBlock, the open-source blocker with
the best performance metrics, would provide an upper-bound on
exposure. As AdNauseam must interact, at least minimally, with
advertising servers in order to fulfill its functions, it would necessarily
expose users to more risk than the current state-of-the art blocker.
For all cases (see Comparative Evaluation below) we were able to
verify that risk to users was diminished with AdNauseam, both in
comparison with the no-blocker case, and to AdBlock Plus, the most
commonly installed blocker [
          <xref ref-type="bibr" rid="ref37">37</xref>
          ].
        </p>
      </sec>
    </sec>
    <sec id="sec-2">
      <title>II. ARCHITECTURE The AdNauseam software is comprised of four modules, each responsible for one of its primary functions: detection, extraction, visualization, and visitation.</title>
      <sec id="sec-2-1">
        <title>A. Detection</title>
        <p>
          This module is responsible for the analysis and categorization of
requests following a page view. Such requests, most often to
thirdparties, are first classified according to the type of elements they
realize; whether advertisements, analytics, beacons, social-media, or
functional widgets. The largest proportion of such requests (40-50%)
2This is our intent at least; Google’s recent ban of the software may imply
that this intent is understood.
are made to the first group, on which this module focuses, which
includes ad and ad-tracking services [
          <xref ref-type="bibr" rid="ref43">43</xref>
          ]. This module determines
which requests to block and which to allow, and distinguishes, in the
latter category, between those that yield visual elements and those
used only for tracking.
        </p>
        <p>
          In order to categorize such requests, we leverage the capabilities of
the open-source uBlock-Origin [
          <xref ref-type="bibr" rid="ref17">17</xref>
          ] project, a configurable, list-based
“blocker” that is effective and efficient [
          <xref ref-type="bibr" rid="ref43">43</xref>
          ]. Like other blockers,
uBlock allows users to specify publicly accessible lists of resources
which contain syntactic matching rules for the retrieval of web
resources. Based on these lists, we first determine whether a request
should be blocked or allowed, and then, if allowed, whether it should
be visible or hidden. If hidden, the element is downloaded and
included in the page, but made invisible to the user via a
contentscript. Both blocking and hiding are specified via rules that may
include the serving domain, the type of resource (e.g., images or
video), and/or properties of the DOM container (for example, a DIV
with a specific id or class). Rules are included from widely distributed
lists that are updated and maintained by individuals and communities
(e.g, “EasyList“ [
          <xref ref-type="bibr" rid="ref8">8</xref>
          ]. Additionally, users can augment these lists with
custom rules they create, either to block or hide new content, or to
whitelist a site, page, or element.
        </p>
        <p>Requests marked as blockable in AdNauseam are disallowed at
the network level, mimicking the behavior of most other blockers,
including uBlock, AdBlock Plus, Adblock, and Adguard, which
perform blocking on some percentage of requests, and hiding on the
remainder. The difference for AdNauseam is that a subset of requests
which might be blocked in other blockers must be allowed in
AdNauseam; specifically those that result in visual advertisements.3 At the
element hiding level, the detection module is invoked incrementally,
via content-scripts, as page elements are loaded (or dynamically
generated) and inserted into the DOM. Elements marked for hiding
are assigned a CSS class that sets their display to invisible, and the
surrounding DOM is collapsed so as not to leave blank space on the
page. Each hidden element (generally a visual ad) is then passed to
the Extraction module.</p>
      </sec>
      <sec id="sec-2-2">
        <title>B. Extraction</title>
        <p>Once a visual element has been detected and hidden, we must
then determine whether it is in fact an advertisement. If so, the
extraction module of the system must extract the properties needed
by the Visualization and Visitation modules. These properties include
timestamp, size, content-URL, target-URL, page-detected-on, etc.
Text-only ads, as often found on search engines, present a different
challenge, as these are generally served inline along with page content
rather than requested from a 3rd-party server. In these non-image
cases, several additional fields are aggregated to form the content
payload (title, description, tagline) and there is no content-URL
linking to an external resource. To enable extraction of such data,
AdNauseam includes a custom set of CSS selectors used to parse
specific DOM attributes from text-ad sites (Google, Ask, Bing, etc.).
Such filters run only on specific domains where text-ads have been
previously discovered.</p>
      </sec>
      <sec id="sec-2-3">
        <title>C. Visualization</title>
        <p>In order to facilitate transparency regarding tracking and profiling
by advertisers, AdNauseam provides users with interactive
visualizations of their collected ad data. These visualizations provide both
3Interestingly, it is exactly this standard combination of functions—hiding
and blocking—that Google cites as being in violation of its Terms of Service,
a claim discussed below in the Distribution section.
high-level displays of aggregate data (see Figure 1), as well as the
option to inspect individual ads for a range of data. A number of
derived functions provide additional metrics (i.e., the total estimated
charge to advertising networks for the ads visited for a page, site
or time-period, as in Figure 2). Ads may be filtered and sorted by
date, topic-category, ad-network, page-category, etc. The visualization
module is a distinct contribution of AdNauseam that attempts to a)
provide users with greater insight concerning their interactions with
advertisers, and b) enable interested users and researchers to study
the ad data collected. To facilitate the latter, we include mechanisms
for importing and exporting ad data sets (as JSON) from within the
extension. The use of this data for further research, with appropriate
mechanisms for user consent, is an area of future work.</p>
      </sec>
      <sec id="sec-2-4">
        <title>D. Visitation</title>
        <p>This module simulates clicks (or visits) on collected ads, with
the intention of appearing to the serving website (as well as to
advertisers and ad networks) as if the ad had been manually clicked.
Currently, these clicks are implemented via AJAX, which simulates
requests (matching headers, referer, etc.) that the browser would
normally send. This provides users with protection against potential
malware in ad payloads, as responses are not executed in the browser,
and JavaScript, Flash, and other client-side scripting mechanisms
are not executed. Similarly, AdNauseam blocks incoming cookies
in responses to ad visits. The likelihood that a particular ad will
be clicked depends on the user-configurable click-probability setting
described further below.</p>
        <p>What are the expected results of visiting some percentage of each
user’s collected ads? First, the data profiles of these users stored by
advertising networks and data brokers may be polluted, as users’
actual interests are hidden by generated clicks. This both protects
individual users (assuming they have clicked, or may click, some ad in
the future) as well as the larger user community, as aggregate statistics
are less accurate and thus less valuable. Second, as advertisers must
now potentially pay publishers for decoy clicks, a degree of mistrust
is introduced into the economic model that drives the system. This is
perhaps the most compelling argument for this strategy, as it could,
given adequate adoption, force advertisers to change their behavior,
either by developing new algorithms to filter such clicks, and/or by
adopting more privacy-friendly policies (e.g., the EFF’s Do Not Track
mechanism).</p>
      </sec>
      <sec id="sec-2-5">
        <title>E. Distribution</title>
        <p>Although not often discussed in an engineering context, the
distribution issues we experienced highlight concerns we imagine will be
only more relevant with the growing influence of corporate players
of the software ecosystem.</p>
        <p>The prototype for AdNauseam was initially developed as a
Firefoxonly extension available in Mozilla’s addon store. In our production
release, we added Opera and Chrome support and made the extension
available in the Opera and Chrome stores respectively. We distributed
upwards of 50,000 copies of the software over the subsequent six
months, with the majority via Google’s Chrome store. In January of
2017 however, we learned that Google had banned AdNauseam from
the store, and further, had begun disallowing even manual installation
or updates, effectively locking users out of their own saved data, all
without prior notice or warning.</p>
        <p>Google responded to our requests for justification by saying that
AdNauseam had violated the following clause of the Store’s Terms
of Service: “an extension should have a single purpose that is clear to
users.”4 The single purpose of AdNauseam, we would argue, is quite
clear—namely to resist the non-consensual surveillance conducted by
advertising networks, of which Google is a prime example. We do
recognize that Google might prefer users not to install AdNauseam,
as it opposes their core business model, but the Terms of Service do
not (at least thus far) require extensions to endorse Google’s business
model. Moreover, this is not the justification cited for the ban.
Whether or not one is an advocate of obfuscation, it is disconcerting
to know that Google can make a privacy extension, along with stored
data and preferences, disappear without warning. Here it is a
countersurveillance tool that is banned; perhaps tomorrow it will be a secure
chat app, or password manager. For developers, who, incidentally,
must pay a fee to post items in the Chrome store, this is cause for
concern. Not only can one’s software be banned without warning,
but comments, ratings, reviews, releases and statistics are removed
as well.</p>
      </sec>
    </sec>
    <sec id="sec-3">
      <title>III. DESIGN TENSIONS</title>
      <sec id="sec-3-1">
        <title>A. Indistinguishability and Protection</title>
        <p>
          For obfuscation to function effectively as a means of
countersurveillance, the noise generated must exhibit a high degree of
indistinguishability with regards to data the system intends to capture;
that is, it must be difficult for an adversary to distinguish injected
4In the one subsequent email we received, a it was stated that a single
extension should not perform “both blocking and hiding,” a claim that is
difficult to accept at face value, as most blockers (including uBlock, AdBlock
Plus, Adguard, etc.) perform both blocking and hiding, and have not been
banned.
noise from the data it is attempting to collect [
          <xref ref-type="bibr" rid="ref15">15</xref>
          ]. However, there
are times when this goal comes into tension with other aims of the
software, specifically that of protection, e.g., from malware.
        </p>
        <p>For example, following a software-generated ad click, we must
decide whether the DOM for the response should be parsed and
executed, and whether scripts should be allowed to run. In current
AdNauseam versions, visits are implemented via AJAX requests, which
means that no DOM is constructed from the response, and scripts are
not executed. While protection is maximized here (against malicious
code embedded in ads), obfuscatory power may be diminished. For
example, one attack we have noted is from an adversary who, upon
receiving a click request, sends a preliminary response containing
code that executes, within the DOM, the actual request for the ad’s
target. If the code in the preliminary response never runs, then, from
the advertising network’s perspective, the click is never executed. We
have experimented with solutions that address this issue (including
executing clicks in sandboxed invisible tabs), but have yet to settle on
a cross-platform solution that adequately protects user from potential
malware/malvertising. For now we leave this as future work.</p>
      </sec>
      <sec id="sec-3-2">
        <title>B. Expression, Detectability, and Social Privacy</title>
        <p>We have spoken of the expressive capabilities of data obfuscation
generally, and of AdNauseam specifically. But how does this design
goal relate to detectability (the degree to which an adversary can
detect usage of the tool). Abstractly conceived, expression and
detectability appear to lie at opposite ends of a spectrum; that is,
if a tool is undetectable to an adversary, its expressive capability is
minimal, at least in relation to the adversary. Thus, if expression is
a goal of an obfuscation tool, designers may wish, perhaps
counterintuitively, to make its use detectable. If a goal of the tool is social
privacy—the pollution of aggregate data collected by trackers—then,
one might argue, the tool should be undetectable, so that the adversary
cannot simply discard all data from those discovered to be using the
tool. It appears, at least in a simplistic analysis that a tool cannot
simultaneously achieve expressivity and protect social privacy5.</p>
        <p>
          To address this tension, we adapt the design of the
userconfigurable query-frequency in TrackMeNot [
          <xref ref-type="bibr" rid="ref26">26</xref>
          ], to AdNauseam,
allowing users to adjust the probability (from 0-100%) that discovered
ads will be clicked. As the slider is moved to the left, the likelihood
that an ad will be clicked decreases, and vice versa to the right. If
we hypothesize that, all other elements being equal, a lower click
frequency will be harder to detect, then this setting would represent
a mapping between expression, detectability, and social privacy6. As
the slider moves left, expressivity is reduced as is the likelihood
of detection, and the potential for social protection is increased.
When moved right, the likelihood of detection increases, as do both
expressivity and the potential for (economic) disruption, while the
degree of social protection decreases. At the right extreme, when all
5Real-world domains, like advertising surveillance, are often complicated
by a range of socio-economic factors. For example, the analysis above assumes
a single adversary with full knowledge of the system, which, as discussed,
is not the case here. Further, simply because an adversary can filter the data
for tool users does not mean they will, especially given high enough adoption
rates. Such data is at the core of the business model that drives such collection,
and thus ignored profiles have direct economic impact. Clearly there is some
number of ignored users after which the practice is no longer economically
viable. One must also consider the effort and expense required to initiate such
filtering, and the questions which it raises – should, for example, the data of
tool users be discarded forever, or are such users to be monitored for tool
stoppage as well? A range of social, economic, and cultural factors interact
here to influence what is, in the end, a complex business decision.
        </p>
        <p>6As a variety of factors influence detectability, the actual assertion of such
a linear relationship would require supporting evidence.
ads are clicked, there is a higher likelihood the adversary will infer the
use of AdNauseam and may choose to discard all click data from the
user in question. In this case personal protection may be achieved as
the user is no longer profiled, but there is no immediate gain in social
protection. (As noted earlier, however, the fractured online advertising
ecosystem makes this less obvious than, say, in the domain of search.)
At the extreme left, the tool’s clicks are undetectable (as there are
none), and AdNauseam then functions like a standard blocker, simply
blocking and hiding ads.</p>
        <p>Detectability by an adversary is not, however, the only measure
of a tool’s expressive powers, as there may be other audiences
that developers seek to impress. Take the case of ScareMail
(mentioned in Related Work below), an obfuscation tool that appends an
algorithmically-generated narrative containing NSA “trigger” words
to the end of sent emails. Users are able to express resistance to
the recipients of their emails irrespective of whether the adversary,
presumably the email provider, is able to detect its use. Whether
ScareMail is actually a “privacy tool,“ or simply a tool for social
protest focusing on email privacy, is a question we will not take up
here. Our purpose, instead, is to argue that the expressive potential of
software need not be mapped only and directly to detectability by the
actor identified as the adversary. This would rule out subtle forms of
social expression that we are seeing; for example, where users have
spontaneously sought ways to share their ad collections online.</p>
      </sec>
    </sec>
    <sec id="sec-4">
      <title>IV. EVALUATION</title>
      <p>Qualitative evaluation was performed iteratively throughout
development, often guided by solicited and unsolicited feedback from
various constituencies, including users, developers, reviewers at Mozilla
and Opera, and a range of privacy and security advocates. When
considering how to evaluate the software, the question of whether
AdNauseam in fact “worked” seemed at first to be most obvious and
simple to address. We soon realized, however, that the meaning of
this question shifted as users’ goals, expectations, and perceived risks
varied. Evaluating AdNauseam on the basis of feedback from the
various constituencies was often a two-part process: first determining
user orientations, and then examining feedback in light of their
goals, concerns, and priorities. Additionally, beyond the technical
issues with which we grappled, a subset of critiques consistently
addressed ethical concerns. Thus we have split the discussion below
into technical and ethical components.</p>
      <sec id="sec-4-1">
        <title>A. Technical</title>
        <p>
          Evaluation of obfuscation-based strategies for counter-surveillance
is often relatively straightforward. Take search, for example. One can
extract query logs from tool users, containing both user-generated
and software-generated queries, and then attempt to separate the two,
either manually or automatically; in the latter case, by running
bestpractice machine-learning (or other) algorithms. Although one may
not know the exact capabilities of the adversary, evaluators can make
educated guesses as to the type of attacks to be considered, whether
timing, query content, side-channel, or other means (for details of
such evaluations in the search case, see [
          <xref ref-type="bibr" rid="ref15">15</xref>
          ]). If we find that the
adversary can differentiate true queries with high accuracy, then our
generated queries can be filtered and, from a protection standpoint,
we must say that the tool fails.7
        </p>
        <p>At first glance, evaluating AdNauseam would seem to call for a
similar approach in which one measures the difficulty with which an
7We may still argue that the socio-economic cost of filtering is prohibitively
high, or that the tool is successful in terms of expression, but these are
nontechnical concerns which we must bracket for the moment.
adversary, using standard techniques, can distinguish user clicks from
generated clicks. However, there are three distinct cases to consider,
depending on what ads, if any, are seen by the user. In the first case,
where a user enables ad-hiding, disables DNT exceptions, and does
not provide a whitelist, no ads are visible to the user, and there are
no true clicks for an adversary to discover. This is also true for the
second case in which the only ads visible are those of DNT-respecting
sites (AdNauseam’s default settings). As such sites by definition do
not track users, there are again no true clicks to discern. The third
case applies for users who see non-DNT ads, either because they have
disabled hiding entirely, or because they have manually whitelisted
sites. Here we must consider the tool’s detectability determined in
large part by the user-selected click-probability. If this probability
is set high enough that detection is possible, the adversary may
simply discard all clicks from the user in question; a result similar
to that obtained from a successful blocking-only strategy, except
with an enhanced expressive component (as the adversary must both
recognize the tool and then take action to perform the filtering). While
this may be considered a success for some users, as they are no longer
profiled via click-data, since the data is discarded there is no net gain
in what we have referred to as social privacy. If click-probability is
low enough, however, that the tool’s actions are not detectable, then in
order to evaluate the degree of social protection provided, we need to
asses both a) the indistinguishability of the clicks, and b) the impact
that successful decoy clicks have on the resulting users profile (a
complex question we return to in the Future Work below). Of course
even if requests themselves are indistinguishable, there may still be
side-channels available to adversaries, as discussed above. For the
moment we leave the specifics of such evaluations to future work.</p>
        <p>
          1) Comparative: To further evaluate performance we compare
AdNauseam with commonly used blockers on a range of dimensions,
relating both to protection (number of 3rd parties contacted) and
usability (page-load speed and memory efficiency). Tests were first
run without any extension, then with AdNauseam, Adblock Plus [
          <xref ref-type="bibr" rid="ref1">1</xref>
          ],
uBlock-Origin [
          <xref ref-type="bibr" rid="ref17">17</xref>
          ], and Privacy Badger [
          <xref ref-type="bibr" rid="ref10">10</xref>
          ]. Tests were performed
with each extension’s default settings after resetting the browser to
its install state. After visiting the websites in the test set (between
15 and 85 popular URLs, depending on the test) via the Selenium
browser automation tool, we evaluated the safety of each extension
in terms of the number of 3rd parties contacted (Figure 3),
pageload speed (Figure 4), and memory efficiency. As shown in the
graphs below, AdNauseam performed better on all dimensions than
no blocker and, perhaps surprisingly, better than AdBlock Plus. As
expected, AdNauseam performed less well than uBlock, due to the
need to allow visual ad resources, rather than blocking them outright.
        </p>
      </sec>
      <sec id="sec-4-2">
        <title>B. Ethical</title>
        <p>
          In adopting the philosophy of data obfuscation AdNauseam seeks
to shield users from the inexorable and inappropriate probes of
services and third parties. Choosing obfuscation, however, means
taking seriously the ethical critiques it has drawn, including charges
of dishonesty, wasted resources, and polluted databases. Addressing
these issues, Brunton and Nissenbaum [
          <xref ref-type="bibr" rid="ref4">4</xref>
          ] ask creators of obfuscating
systems to answer two questions: first, whether their aims are
laudable; and second, whether alternatives exist that might achieve these
aims at lesser cost. Regarding the first charge we begin by saying
that ubiquitous online surveillance violates the tenets of a liberal
democracy. The troubling nature of this surveillance is exacerbated
by its surreptitious operation, its prevarication, and its resistance to
the wishes of a majority of users; claims clearly established through
systems’ analysis, demonstrations and public opinion surveys [
          <xref ref-type="bibr" rid="ref42">42</xref>
          ],
[
          <xref ref-type="bibr" rid="ref16">16</xref>
          ], [
          <xref ref-type="bibr" rid="ref41">41</xref>
          ]. Data from this surveillance contributes to the creation
of valuable, but often highly problematic profiles that fuel big
data industries with uncertain, potentially negative effects on their
subjects. Against this backdrop, we judge the aims of AdNauseam,
which include the disruption of this process, to be morally defensible.
        </p>
        <p>The second charge asks whether obfuscation imposes a lower
collateral costs than alternatives for achieving similar ends.
Comparing the purported cost of AdNauseam against alternative approaches
involves uncertainties we are unable to tackle here. But, by the same
token, this dearth of concrete evidence poses a challenge to critics
who accuse ad blockers—and AdNauseam—of harming the web’s
economy. Even if one holds that the “best” resolution would be
societal-level regulation, there has been little progress on this front.
As important as seeking credible alternatives, however, is weighing
the purported costs of using AdNauseam. Among the latter, the harm
of “wasting” network bandwidth or server resources is ironic at best,
given the vast amount of bandwidth used by advertisers and trackers,
the performance degradation resulting from loading this unwanted
content, and the financial toll on those paying for fixed data plans.
From an ethical perspective, it is questionable whether the term
“waste” is appropriate at all. For those who deliberately choose to use
AdNauseam it offers a potential escape from inappropriate profiling.
In our view, this is not a worthless endeavor.</p>
        <p>
          One of the most aggressive charges leveled at AdNauseam is that
it perpetuates “click fraud.” Since obfuscation and fraud both involve
forms of lying that disrupt entrenched systems, it is important to
evaluate whether the two forms are alike. To carry this out, we
consulted various definitions: “[Click] fraud occurs when a person,
automated script or computer program imitates a legitimate user of a
web browser, clicking on such an ad without having actual interest in
the target of the ad’s link” [
          <xref ref-type="bibr" rid="ref29">29</xref>
          ] comes close to capturing AdNauseam
in its notion of clicking without actual interest, but this definition
seemed overly broad in that it commits users to click only on ads
in which they are interested, and seems an unjustifiable restriction
on liberty of action. We also argue that if the automated script is
performing as an agent of an individual, through that individual’s
legitimate choice, then the script is a proxy for the user. John
Battelle’s account [
          <xref ref-type="bibr" rid="ref3">3</xref>
          ], which includes motive and intention, gets closer
to the standard meaning of “fraud” in “click fraud”: the “‘decidedly
black hat’ practice of publishers illegitimately gaming paid search
advertising by employing robots or low-wage workers to repeatedly
click on each AdSense ad on their sites, thereby generating money
to be paid by the advertiser to the publisher and to Google.” While
elements of the above definitions overlap with AdNauseam’s clicking
(without genuine interest in their targets), machine automation is
only incidental to click fraud, and may instead involve “low-wage
workers.” More significant is what AdNauseam does not share with
click fraud, namely action on behalf of stakeholders resulting in
financial gain. In litigated cases of click fraud the intention to inflate
earnings has been critical.
        </p>
        <p>
          We readily admit that a primary aim of AdNauseam is to disrupt
business models that support surreptitious surveillance. It does not
follow however that AdNauseam is responsible for the demise of free
content on the web. First, it is not, as we make clear on the project
page, advertising that is the primary target of the project, but rather
the tracking of users without their consent. Contextual advertising
that does not involve tracking can certainly support free content just
as it has in the past. Second, web content is not actually ‘free’ as
this argument implies. The development of the Internet has been
supported largely by government funding (and thus by taxpayers)
since its beginning. In fact, vast infrastructure and energy costs are
still born in large part by taxpayers, not to mention the potentially
species-threatening cost to the environment posed by increasing data
traffic [
          <xref ref-type="bibr" rid="ref23">23</xref>
          ]. Critics may say that ad blocking users free ride upon
those who allow themselves to be tracked, however, in our view this
presumes an entitlement on the part of trackers that is indefensible;
one may equally charge trackers with destructive exploitation of users
[
          <xref ref-type="bibr" rid="ref4">4</xref>
          ]. Lastly, in regard to free riding, we wish to point out that the
hiding of ads is an optional element of AdNauseam, one that users
must explicitly opt into when they install the software (see Figure
5); AdNauseam’s visitation and visualization modules work equally
well whether the user elects to view ads or to hide them.
        </p>
      </sec>
    </sec>
    <sec id="sec-5">
      <title>V. RELATED WORK</title>
      <p>
        The strategy of obfuscation has been broadly applied—in search
[
        <xref ref-type="bibr" rid="ref26">26</xref>
        ], location tracking [
        <xref ref-type="bibr" rid="ref32">32</xref>
        ], social networks [
        <xref ref-type="bibr" rid="ref30">30</xref>
        ], anonymity [
        <xref ref-type="bibr" rid="ref7">7</xref>
        ], [
        <xref ref-type="bibr" rid="ref39">39</xref>
        ],
etc.—and, as such, has been recognized as an important element
of the privacy engineer’s toolbox. A range of obfuscation-based
projects have been described in [
        <xref ref-type="bibr" rid="ref4">4</xref>
        ], including FaceCloak [
        <xref ref-type="bibr" rid="ref30">30</xref>
        ], for
Facebook profiles, BitTorrent Hydra [
        <xref ref-type="bibr" rid="ref39">39</xref>
        ], for decoy torrent sites, and
CacheCloak [
        <xref ref-type="bibr" rid="ref32">32</xref>
        ], for location data. There have also been a number
of obfuscation schemes for web search [
        <xref ref-type="bibr" rid="ref15">15</xref>
        ].
      </p>
      <p>
        Other relevant work, described in [
        <xref ref-type="bibr" rid="ref27">27</xref>
        ], has come from the art/tech
community. “I Like What I See” is a tool that clicks all ‘Like’
links on Facebook to obscure user interests. “ScareMail” [
        <xref ref-type="bibr" rid="ref18">18</xref>
        ] is an
extension built atop Gmail that append an algorithmically-generated
narrative containing NSA “trigger-words” to the end of each sent
email. “Invisible” [
        <xref ref-type="bibr" rid="ref21">21</xref>
        ] extends obfuscation to the context of genetic
privacy via a spray that obfuscates DNA to frustrate identification.
      </p>
      <p>
        Two early tools addressing surveillance integrate ad-blocking with
some broadly-defined social good: AddArt [
        <xref ref-type="bibr" rid="ref2">2</xref>
        ] replaces ads with
userconfigurable art, while AdLiPo [
        <xref ref-type="bibr" rid="ref25">25</xref>
        ] does the same with language art.
Lightbeam [
        <xref ref-type="bibr" rid="ref33">33</xref>
        ], provides displays of users’ connections, including to
advertising networks (though not ads themselves). Floodwatch [
        <xref ref-type="bibr" rid="ref13">13</xref>
        ]
is the one tool we have found that provide visualizations similar to
our own, though it requires communication with one or more
3rdparty servers to do so. Privacy Badger [
        <xref ref-type="bibr" rid="ref10">10</xref>
        ] blocks third-party requests
based on real-time monitoring of the connections they attempt rather
than via lists, blocking only those resources engaged in tracking.
      </p>
    </sec>
    <sec id="sec-6">
      <title>VI. FUTURE WORK</title>
      <p>AdNauseam provides individuals with the means to express their
commitment to online privacy without the need to depend on the
good will or intervention of third-parties. Although fully functional,
AdNauseam is perhaps best considered as a proof of concept for a
particular approach to privacy, that is, privacy through obfuscation.
As discussed, AdNauseam’s potential lies in its capacity to protect
individuals against data profiling, as well as simultaneously providing
a proactive means of expressing one’s views to monolithic and largely
uninterested corporations. Going forward, a scientific approach to
evaluating AdNauseam’s performance, or the performance of any
system adopting obfuscation, needs a rigorous means of measuring
success—namely, evidence that decoy clicks have been registered and
have an impact on the resulting profile. Such needs are likely to turn
not only on the statistical analysis of signal-to-noise ratios, but also
on a practical understanding of how click data is actually mined and
used, and the extent to which it influences aspects of user profiles.
This would allow future iterations of obfuscation-based tools to be
both effective and efficient in the noise they produce.</p>
      <p>Future work could take several directions. In the near term we hope
to better answer the question of how to perform indistinguishable
clicks without exposing users to potential harms via downloaded
content, as discussed above. Though complex, P2P approaches for
the sharing of obfuscation data between users is a ripe area of future
work, with users potentially visiting the ads detected by peers as a
means of both shielding their data and maximizing
indistinguishability. A central challenge here would be meeting functional criteria
while not compromising the design constraints discussed early in this
paper, e.g., transparency and independence from third-parties. Finally,
beyond the technical, work exploring the motivations and qualitative
experiences of users who select obfuscation tools could shed light on
the unique potential such tools might offer in additional domains.</p>
    </sec>
    <sec id="sec-7">
      <title>VII. CONCLUSIONS</title>
      <p>AdNauseam operates in a technologically and socially complex
environment, one in which user data is perceived to be highly
valuable. For individuals, however, recorded patterns potentially open
a window into their lives, interests, and ambitions. Thus surveillance
via advertising is not only a source of individual vulnerability, but
also interferes with the rights to inquiry, association, and expression
that are essential to a healthy democratic society. Consequently,
there remain tensions between individual users, collective social
and political values, and the economic interests of publishers and
advertisers. In a better world, this tension would be resolved in
a transparent, trust-based accommodation of respective interests.
Instead, concerned users find little transparency and few credible
assurances from advertisers that privacy will ever trump the pursuit
of profit. Thus trust-based mutual accommodation gives way to
an adversarial relationship, one in which we must leverage all the
strategies at our disposal. Our success in this endeavor will depend in
part on how well we share our experience applying known strategies
to new contexts, in concrete and specific detail, according to an
evolving set of best practices, as we have attempted above.</p>
      <p>We conclude with a philosophical point. In some of the most
revealing exchanges we have had with critics, we note a palpable
sense of indignation, one that appears to stem from the belief that
human users have an obligation to remain legible to their systems,
a duty to remain trackable. We see things differently; advertisers
and service providers are not by default entitled to the externalities
of our online activity. Rather, users should control the opacity of
their actions, while powerful corporate entities should be held to the
highest standards of transparency. Unfortunately this is the opposite
of the status quo; our trackers want us to remain machine-readable so
that they can exploit our most human endeavors (sharing, learning,
searching, socializing) in the pursuit of profit. AdNauseam attempts
to represent an alternative position.</p>
    </sec>
    <sec id="sec-8">
      <title>ACKNOWLEDGEMENTS</title>
      <p>The authors wish to thank all those who have helped with the
creation and spread of AdNauseam, particularly Sally Chen, Leon
Eckert, Cyrus Suen, and Emily Goldsher-Diamond. This paper has
been greatly improved by comments from our (anonymous)
reviewers, our “shepherd” Ero Balsa, and Seda Gürses; specifically for
her substantive guidance throughout the writing process and her
unflagging support of productive, cross-disciplinary work, no matter
the difficulty. Finally, thanks go to Mushon Zer-Aviv, for his profound
contributions to all aspects of the project.</p>
      <p>This publication has been supported in part by grants from US
NSF CNS/NetS 105833, US NSF SATC 1642553, and the Research
Grants Council of Hong Kong, China (Project No. CityU 11669616)</p>
    </sec>
  </body>
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