12/2016 Proceedings

Bender, Benedict | Fabian, Benjamin | Lessmann, Stefan

E-Mail Tracking: Status Quo and Novel Countermeasures


E-mail advertisement, as one instrument in the marketing mix, allows companies to collect fine-grained behavioural data about individual users’ e-mail reading habits realised through sophisticated tracking mechanisms. Such tracking can be harmful for user privacy and security. This problem is especially severe since e-mail tracking techniques gather data without user consent. Striving to increase privacy and security in e-mail communication, the paper makes three contributions. First, a large database of newsletter e-mails is developed. This data facilitates investigating the prevalence of e- mail tracking among 300 global enterprises from Germany, the United Kingdom and the United States. Second, countermeasures are developed for automatically identifying and blocking e-mail tracking mechanisms without impeding the user experience. The approach consists of identifying important tracking descriptors and creating a neural network-based detection model. Last, the effectiveness of the proposed approach is established by means of empirical experimentation. The results suggest a classification accuracy of 99.99%.

Kategorie Proceedings
Autoren Bender, Benedict; Fabian, Benjamin; Lessmann, Stefan
Datum 12/2016
pp. -0
DOI https://aisel.aisnet.org/icis2016/ISSecurity/Presentations/13/
Keywords E-Mail Tracking, Countermeasures, Privacy, Security, Machine Learning
BibTex @inproceedings{inproceedings,author = {Bender, Benedict and Fabian, Benjamin and Lessmann, Stefan and Haupt, Johannes}, title = {E-Mail Tracking: Status Quo and Novel Countermeasures}, editor = {}, booktitle = {}, year = {2016}, month = {12}, pages = {-}, isbn = {}, doi = {https://aisel.aisnet.org/icis2016/ISSecurity/Presentations/13/}, keywords = {E-Mail Tracking, Countermeasures, Privacy, Security, Machine Learning}}