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Is Personalization Worth It? Notifying Blogs about a Privacy Issue Resulting from Poorly Implemented Consent Banners.
ACM International Conference Proceeding Series, DOI: 10.1145/3664476.3664499 (2024)
Several websites integrate trackers without users' consent. Previous research studied whether notifying responsible website operators about such issues is an effective measure, often with limited success. Insights from marketing research suggest that personalizing notification emails may be an effective means to improve remediation rates, with previous research pointing in both directions. We studied this approach using a sample of 119 German fitness and sports blogs employing Google Analytics (GA) without user consent: In a first step, we compare the fix rate of blog operators that received a personalized notification tailored to their blog with the fix rate of operators that received a generic notification. We find that personalized notifications do neither increase remediation rate nor operators' response behavior. In a second step, we analyzed the reasons not to fix mentioned in (A) the email responses and (B) a survey sent to the blog operators. We find that they mostly center around (I) denial that a data leak exists, (II) a lack of resources to remedy the issue and (III) claims of specifically requiring GA. We hypothesize that an additional reason not to fix could be the so-called moral credentials phenomenon and sketch how to study that in future work.
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Publication type
Article: Journal article
Document type
Scientific Article
Keywords
Gdpr ; Human Factors In Privacy ; Notification Study ; Personalization
Publisher
ACM
Institute(s)
Helmholtz AI - KIT (HAI - KIT)