The lead marketing ecosystem enables collection, sale, and use of personal data submitted via web forms to deliver personalized quotes in high-value verticals such as insurance. Despite its scale and sensitivity of the collected data, this ecosystem remains largely unexplored by the research community. We present the first empirical study of privacy and spam risks in lead marketing, developing an end-toend measurement framework to trace data flows from data collection to consumer contact. Our setup instruments over 100 health-related lead-generation websites and monitors 200 controlled phone numbers and email addresses to understand downstream marketing practices. We observe sharing of highly personal and sensitive health information to more than 70 distinct third parties on these lead generation websites. By purchasing our own and other organic leads from three major lead platforms, we uncover deceptive brokerage practices, where consumer data is sold to unvetted buyers and often augmented or fabricated with attributes such as health status and weight. We received a total of over 8,000 telemarketing phone calls, 600 text messages, and 200 emails, where calls often began within seconds of form submission. Many campaigns relied on VoIP-based neighbor spoofing and high-frequency dialing, at times rendering phones unusable. Our experiments with phone and email opt-outs suggest phone-based opt-outs to help the most, although all were ineffective at completely stopping marketing communications. Analysis of 7,432 Better Business Bureau (BBB) complaints and reviews corroborates these findings from the consumer perspective. Overall, our results reveal a highly interconnected and non-compliant lead marketing ecosystem that aggressively monetizes sensitive consumer data.

Hybrid broadcast broadband television (HbbTV) is an evolving technology that connects linear TV with modern HTML5 applications, delivering extras like games, videos, and online shopping. However, its bidirectional transmission functionality raises privacy concerns, as it introduces new tracking methods for TV channels. While previous studies focused on security issues or user awareness of HbbTV privacy challenges, a detailed examination of the tracking and transparency mechanisms of the HbbTV ecosystem is still missing. This study fills this gap by extensively analyzing these features within the European HbbTV ecosystem, and in particular within German-language TV channels. We monitored more than 350 TV channels for over 400 hours, evaluating 1) prevalent HbbTV tracking methods, 2) consent notice prevalence and user interactions, and 3) privacy policy disclosures. Our findings indicate that the HbbTV tracking system operates independently of the Web, consent notices exploit system constraints to influence users, and privacy policies often do not align with actual data practices.

Filter lists are used by various users, tools, and researchers to identify tracking technologies on the Web. These lists are created and maintained by dedicated communities. Aside from popular blocking lists (e.g., EasyList), the communities create region-specific blocklists that account for trackers and ads that are only common in these regions. The lists aim to keep the size of a general blocklist minimal while protecting users against region-specific trackers. In this paper, we perform a large-scale Web measurement study to understand how different region-specific filter lists (e.g., a blocklist specifically designed for French users) protect users when visiting websites. We define three privacy scenarios to understand when and how users benefit from these regional lists and what effect they have in practice. The results show that although the lists differ significantly, the number of rules they contain is unrelated to the number of blocked requests. We find that the lists' overall efficacy varies notably. Filter lists also do not meet the expectation that they increase user protection in the regions for which they were designed. Finally, we show that the majority of the rules on the lists were not used in our experiment and that only a fraction of the rules would provide comparable protection for users.

Cookie notices (or cookie banners) are a popular mechanism for websites to provide (European) Internet users a tool to choose which cookies the site may set. Banner implementations range from merely providing information that a site uses cookies over offering the choice to accepting or denying all cookies to allowing fine-grained control of cookie usage. Users frequently get annoyed by the banner's pervasiveness as they interrupt ''natural'' browsing on the Web. As a remedy, different browser extensions have been developed to automate the interaction with cookie banners. In this work, we perform a large-scale measurement study comparing the effectiveness of extensions for ''cookie banner interaction.'' We configured the extensions to express different privacy choices (e.g., accepting all cookies, accepting functional cookies, or rejecting all cookies) to understand their capabilities to execute a user's preferences. The results show statistically significant differences in which cookies are set, how many of them are set, and which types are set---even for extensions that aim to implement the same cookie choice. Extensions for ''cookie banner interaction'' can effectively reduce the number of set cookies compared to no interaction with the banners. However, all extensions increase the tracking requests significantly except when rejecting all cookies.

Web measurement studies can shed light on not yet fully understood phenomena and thus are essential for analyzing how the modern Web works. This often requires building new and adjusting existing crawling setups, which has led to a wide variety of analysis tools for different (but related) aspects. If these efforts are not sufficiently documented, the reproducibility and replicability of the measurements may suffer—two properties that are crucial to sustainable research. In this paper, we survey 117 recent research papers to derive best practices for Web-based measurement studies and specify criteria that need to be met in practice. When applying these criteria to the surveyed papers, we find that the experimental setup and other aspects essential to reproducing and replicating results are often missing. We underline the criticality of this finding by performing a large-scale Web measurement study on 4.5 million pages with 24 different measurement setups to demonstrate the influence of the individual criteria. Our experiments show that slight differences in the experimental setup directly affect the overall results and must be documented accurately and carefully.