# Measuring third party tracker power across web and mobile

arXiv: https://arxiv.org/abs/1802.02507 · HTML: https://mlsanity.com/paper/1802.02507/

## Key facts

- Cited by 1 papers in the map (data through 14 Oct 2026).
- First posted on arXiv 7 Feb 2018.

## Built on by (most cited first, 1 of 1)

- [ROI: A method for identifying organizations receiving personal data](https://mlsanity.com/paper/2204.09495/) (2022)

## Abstract (arXiv)

Third-party networks collect vast amounts of data about users via web sites and mobile applications. Consolidations among tracker companies can significantly increase their individual tracking capabilities, prompting scrutiny by competition regulators. Traditional measures of market share, based on revenue or sales, fail to represent the tracking capability of a tracker, especially if it spans both web and mobile. This paper proposes a new approach to measure the concentration of tracking capability, based on the reach of a tracker on popular websites and apps. Our results reveal that tracker prominence and parent-subsidiary relationships have significant impact on accurately measuring concentration.