I Always Feel Like Somebody's Watching Me. Measuring Online Behavioural Advertising

Understand

Online Behavioural targeted Advertising (OBA) has risen in prominence as a method to increase the effectiveness of online advertising.

• OBA operates by associating tags or labels to users based on their online activity and then using these labels to target them.
• This rise has been accompanied by privacy concerns from researchers, regulators and the press.
• In this paper, we present a novel methodology for measuring and understanding OBA in the online advertising market.