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Abstract

Today, many publishers (e.g., websites, mobile application developers) commonly use third-party analytics services and social widgets. Unfortunately, this scheme allows these third parties to track individual users across the web, creating privacy concerns and leading to reactions to prevent tracking via blocking, legislation and standards. While improving user privacy, these efforts do not consider the functionality third-party tracking enables publishers to use: to obtain aggregate statistics about their users and increase their exposure to other users via online social networks. Simply preventing third-party tracking without replacing the functionality it provides cannot be a viable solution; leaving publishers without essential services will hurt the sustainability of the entire ecosystem. In this thesis, we present alternative approaches to bridge this gap between privacy for users and functionality for publishers and other entities. We first propose a general and interaction-based third-party cookie policy that prevents third-party tracking via cookies, yet enables social networking features for users when wanted, and does not interfere with non-tracking services for analytics and advertisements. We then present a system that enables publishers to obtain rich web analytics information (e.g., user demographics, other sites visited) without tracking the users across the web. While this system requires no new organizational players and is practical to deploy, it necessitates the publishers to pre-define answer values for the queries, which may not be feasible for many analytics scenarios (e.g., search phrases used, free-text photo labels). Our second system complements the first system by enabling publishers to discover previously unknown string values to be used as potential answers in a privacy-preserving fashion and with low computation overhead for clients as well as servers. These systems suggest that it is possible to provide non-tracking services with (at least) the same functionality as today’s tracking services.