Measuring Online Tracking and Privacy Risks on Ecuadorian Websites

Abstract

Online tracking has become a great enabler of massive surveillance so it is now a critical vector for threatening the privacy of users. Despite the benefits of online tracking for personalized advertising, the complexity of the involved platforms makes it a threat for democracy. In this work, online tracking is measured in Ecuador, a country with a developing adoption of online advertising technologies, having the highest Internet penetration rate in Latin America, but lacking regulation for privacy. By finding out the third party connections triggered through the most popular Ecuadorian websites, the concentration of online tracking is measured in Ecuador. Its impact is also analyzed by studying some particularities in government websites, the usage of advanced mechanisms of tracking, and the adoption of transparency practices in advertising platforms. Our final aim is exposing potential privacy violations.