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Websites with hyper-partisan, left or right-leaning focus offer content thatis typically biased towards the expectations of their target audience. Suchcontent often polarizes users, who are repeatedly primed to specific (extreme)content, usually reflecting hard party lines on political and socio-economictopics. Though this polarization has been extensively studied with respect tocontent, it is still unknown how it associates with the online trackingexperienced by browsing users, especially when they exhibit certain demographiccharacteristics. For example, it is unclear how such websites enable thead-ecosystem to track users based on their gender or age. In this paper, wetake a first step to shed light and measure such potential differences intracking imposed on users when visiting specific party-line's websites. Forthis, we design and deploy a methodology to systematically probe such websitesand measure differences in user tracking. This methodology allows us to createuser personas with specific attributes like gender and age and automate theirbrowsing behavior in a consistent and repeatable manner. Thus, wesystematically study how personas are being tracked by these websites and theirthird parties, especially if they exhibit particular demographic properties.Overall, we test 9 personas on 556 hyper-partisan websites and find thatright-leaning websites tend to track users more intensely than left-leaning,depending on user demographics, using both cookies and cookie synchronizationmethods and leading to more costly delivered ads.

Stop Tracking Me Bro! Differential Tracking Of User Demographics On Hyper-partisan Websites