Affiliation:
1. University of Oxford, Department of Computer Science, UK
Abstract
Third-party networks collect vast amounts of data about users via websites and mobile applications. Consolidations among tracker companies can significantly increase their individual tracking capabilities, prompting scrutiny by competition regulators. Traditional measures of market share, based on revenue or sales, fail to represent the tracking capability of a tracker, especially if it spans both web and mobile. This article proposes a new approach to measure the concentration of tracking capability, based on the reach of a tracker on popular websites and apps. Our results reveal that tracker prominence and parent–subsidiary relationships have significant impact on accurately measuring concentration.
Funder
UK Engineering and Physical Sciences Research Council
Publisher
Association for Computing Machinery (ACM)
Subject
Computer Networks and Communications
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