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Wirtschaftsuniversität Wien Magisterarbeit - SemanticLab

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cookies can be created. Advertisement networks such as DoubleClick provide advertisement<br />

banners on websites. To make sure that the best possible conversion rate 6 is<br />

achieved, such advertisement networks want to make sure that the advertisements displayed<br />

are customized to the users’ interests and preferences. Applying cookies to simply<br />

track which websites where visited by users facilitates the customizing of advertisements<br />

[Miy08]. In an extreme case, the users’ browsing behaviour could not only be tracked<br />

but also a profile could be created.<br />

So although cookies can impose a threat to privacy, they are an integral part of the<br />

World Wide Web as a lot of web-applications such as net banking, online-shopping<br />

and other websites can only properly function with cookies enabled on the clients’ side<br />

[Hor05]. On the other hand, browsing the Internet anonymously is not possible if using<br />

cookies [Woo06] - again, we find a trade-off between privacy and functionality on the<br />

Internet.<br />

2.4.2. ISP: tracking of data traffic<br />

As the name suggests, Internet Service Provider (ISP) provide the infrastructure of the<br />

Internet. They lay cables not only directly to the computer of the end-user but also<br />

physically into the earth to connect their network (and herewith their customers) to the<br />

Internet.<br />

2.4.2.1. Purpose<br />

Before a users’ request reaches its destination, it has to go through multiple ISP infrastructure<br />

by some means or other, mostly network devices such as routers. As a<br />

consequence, ISP’s can track and collect every single piece of data sent from or to their<br />

customers and are also able to analyze traffic-flows [Sen04].<br />

2.4.2.2. Collected data<br />

Especially since 9/11, government interference with storing user data has been rising<br />

[Dow05]. In the European Union for example, Directive 2006/24/EC deals with “[...]<br />

the retention of data generated or processed in connection with the provision of publicly<br />

available electronic communications services or of public communications networks [...]”<br />

[EU06]. According to this directive the following data has to be retained by Internet<br />

Service Providers for 6 months to 2 years depending on the data:<br />

• Data necessary to trace and identify the source of a communication<br />

• Data necessary to identify the destination of a communication<br />

• Data necessary to identify the date, time and duration of a communication<br />

6 Basically, the conversion rate is a measure of how many people fulfilled a defined goal (such as buying<br />

something) after clicking the advertisement<br />

15

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