Privacy effects of web bugs amplified by Web 2.0

Abstract

Web bugs are Web-based digital tracking objects enabling third parties to monitor access to the content, in which they are embedded. Web bugs are commonly used by advertisers to monitor web users. The negative impact of web bugs on the privacy of users is known for over a decade. In recent years, Web 2.0 technologies have introduced social aspects into the online media, enhancing the ability of ordinary users to act as the content providers. However, this has also allowed end-users to place web bugs online. This has not only increased the number of potential initiators of monitoring of web surfing behaviour, but also potentially introduced new privacy threats. This paper presents a study on end-user induced web bugs. Our experimental results indicate that, in the light of Web 2.0 technologies, the well-known concept of web bugs leads to new privacy-related problems. © 2011 IFIP International Federation for Information Processing.