Document (#43985)

Author

Dachwitz, I.

Title

¬Das sind 650.000 Kategorien, in die uns die Online-Werbeindustrie einsortiert : Microsofts Datenmarktplatz Xandr

Issue

[08.06.2023].

Source

https://netzpolitik.org/2023/microsofts-datenmarktplatz-xandr-das-sind-650-000-kategorien-in-die-uns-die-online-werbeindustrie-einsortiert/?utm_source=pocket-newtab-global-de-DE

Year

2023

Abstract

Ein öffentlich auffindbares Dokument gibt einen einmaligen Einblick in den globalen Datenhandel für die digitale Werbung. Erstmalig können wir nachvollziehen, wie invasiv und kleinteilig die Werbefirmen und Datenhändler uns kategorisieren. Das Bild ist erschreckend, auch zahlreiche deutsche Firmen sind beteiligt.

Content

"Was auch immer wir im Internet tun, wird aufgezeichnet und ausgewertet, um uns zielgerichtet Werbung anzuzeigen. Das ist eine Realität, an die viele Menschen sich inzwischen gewöhnt haben - im Gegenzug sind schließlich viele Internetangebote kostenlos. Wo genau unsere Daten landen, wenn wir Websites aufrufen oder Apps nutzen, das können die wenigsten nachvollziehen. Auch daran haben wir uns gewöhnt. Die Wege des Targeted Advertising sind unergründlich. Die Werbeindustrie tut viel dafür, damit das so bleibt: Die Netzwerke der Datensammler sind selbst für Branchenkenner:innen kaum zu überschauen. Jetzt präsentieren netzpolitik.org und das US-Medium The Markup einen einmaligen Einblick in das Geschäft mit unseren Daten. Wir haben die Angebotsliste von Xandr ausgewertet, einem der größten Datenmarktplätze der Werbewelt. Sie enthält mehr als 650.000 unterschiedliche Kategorien, in die die Industrie Menschen einsortiert, um sie mit gezielter Werbung erreichen zu können.
Umfang und Detailtiefe dieser Datensammlung sind erschreckend. Es gibt kaum eine menschliche Eigenschaft, die Werbetreibende nicht für Werbung ausnutzen wollen. Sie wollen Menschen aus Dänemark erreichen, die einen Toyota gekauft haben? Kein Problem. Sie wollen Menschen erreichen, die gerade finanzielle Probleme haben? Oder keine Krankenversicherung? Kein Problem. Minderjährige? Schwangere? Homosexuelle? Depressive? Politiker:innen? Alles kein Problem. "Diese Liste ist das gewaltigste Dokument über den globalen Datenhandel, das ich je gesehen habe", sagt der Wiener Tracking-Forscher Wolfie Christl. Er hat die Datei aufgestöbert und mit netzpolitik.org sowie The Markup geteilt. Das US-Medium berichtet heute unter anderem über die zahlreichen sensiblen Daten und macht sie mit einem interaktiven Tool einfach durchsuchbar. Xandr hat auf mehrere Presseanfragen nicht reagiert. Die Liste ist auf Mai 2021 datiert, sie stand bis zu unserer Anfrage auf einer Dokumentationsseite von Xandr offen im Netz. Heute ist sie nicht mehr erreichbar, aber beim Internet Archive gibt es eine archivierte Version der Seite und der Datei [23 MB]. Laut von uns befragten Jurist:innen zeige die Liste, dass das derzeitige Werbegeschäft strukturell unvereinbar mit Datenschutzanforderungen ist."

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