Robust identification of email tracking: A machine learning approach

Johannes Haupt, Benedict Bender, Benjamin Fabian and Stefan Lessmann

European Journal of Operational Research, 2018, vol. 271, issue 1, 341-356

Abstract: Email tracking allows email senders to collect fine-grained behavior and location data on email recipients, who are uniquely identifiable via their email address. Such tracking invades user privacy in that email tracking techniques gather data without user consent or awareness. Striving to increase privacy in email communication, this paper develops a detection engine to be the core of a selective tracking blocking mechanism in the form of three contributions. First, a large collection of email newsletters is analyzed to show the wide usage of tracking over different countries, industries and time. Second, we propose a set of features geared towards the identification of tracking images under real-world conditions. Novel features are devised to be computationally feasible and efficient, generalizable and resilient towards changes in tracking infrastructure. Third, we test the predictive power of these features in a benchmarking experiment using a selection of state-of-the-art classifiers to clarify the effectiveness of model-based tracking identification. We evaluate the expected accuracy of the approach on out-of-sample data, over increasing periods of time, and when faced with unknown senders.

Keywords: Analytics; Data privacy; Email tracking; Machine learning (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0377221718304120
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:271:y:2018:i:1:p:341-356

DOI: 10.1016/j.ejor.2018.05.018

Access Statistics for this article

European Journal of Operational Research is currently edited by Roman Slowinski, Jesus Artalejo, Jean-Charles. Billaut, Robert Dyson and Lorenzo Peccati

More articles in European Journal of Operational Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().