Automattic has a poor record of respecting its users’ privacy, insofar as the company has gradually added additional surveillance mechanisms into their products without effectively notifying users. Several months ago when I updated the WordPress Stats plugin I discovered that Automattic had, without warning, integrated Quantcast tracking into their Stats plugin. Specifically, there was no notice in the update, no clear statement that data would be sent to Quantcast, nor any justification for the additional tracking other than in a web forum where their CEO stated it would let Automattic “provide some cool features around uniques and people counting.” This constituted a reprehensible decision, but one that can fortunately be mediated with a great third-party plugin.
In this post, I’m going to do a few things. First, I’m going to recount why Automattic is not respecting user privacy by including Quantcast in its Stats plugin. This will include a discussion about why reasonable users are unlikely to realize that third-party tracking is appended to the Stats plugin. I’ll conclude by discussing how you can protect your web visitors’ own privacy and security by installing a terrific plugin developed by Frank Goossens.
WordPress and Quantcast
In early 2011, after a major redesign of my website, I activated the Ghostery plugin in my web browser and navigated to my site. The tool “tracks the trackers and gives you a roll-call of the ad networks, behavioral data providers, web publishers, and other companies interested in your activity.” Visually, the plugin causes a small notification box to appear in the upper right hand corner of websites that you browse to. Contained in this box are a list of the parties that are monitoring your movements across that particular website. When navigating to my own site I had expected to see WordPress Stats and perhaps some social sharing services listed. I did not expect to see Quantcast.
Quantcast’s cookies are used to monitor individuals who visit websites, and the company uses the information they collect to provide “audience composition reports.” Such reports are meant to help target online advertising and content development, but is predicated on the notion that the website owner is responsible for integrating the tracking system for the same owner’s benefit. Prior iterations of WordPress Stats did not include Quantcast tracking, and there was no notification or warning that updating the Stats plugin meant you were also forced to accept third-party tracking. Since the initial inclusion of Quantcast, the plugin’s description in the WordPress repository has been amended to include a small notice that reads “[a]s we are considering adding great new features, this plugin also puts a Quantcast tracking script on your page.”
While Automattic’s disclaimer may count as ‘notice’, it does not clarify what the additional tracking is actually meant for. Descriptions and notices around privacy policies and statements must be clear to be meaningful, and Automattic has had over a year to ascertain what “great new features” warrant transmitting website visitors’ information to Quantcast. To date, as far as I can tell, the company has not disclosed to its user base what precisely warrants sending information to Quantcast.
While there is a warning about Quantcast if you download the plugin from the repository, the support document for WordPress Stats that was updated December 21, 2011 – over a year after public complaints over Automattic’s failure to notify plugin users about the inclusion of Quantcast – still lacks any mention that a condition of using Stats is sending your site visitors’ information to a third-party. Perhaps most significantly, Automattic has recently introduced its Jetpack service. Jetpack is a bridge between self-hosted WordPress installs and Automattic’s cloud offerings, offerings that include WordPress Stats. To use WordPress Stats today you must use Jetpack. Unfortunately, Automattic has failed to notify Jetpack users of the third-party tracking accompanying the Stats plugin, as demonstrated in the lack of information about Quantcast in the following screenshot.
discloses potentially personally-identifying and personally-identifying information only to those of its employees, contractors and affiliated organizations that (i) need to know that information in order to process it on Automattic’s behalf or to provide services available at Automattic’s websites, and (ii) that have agreed not to disclose it to others.
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From reading this, it initially seems to be addressing advertisements that appear on Automattic’s own web properties. It is utterly unclear that the ads that are shown online are going to be tied to Quantcast cookies linked to the Stats plugin.
WP DoNotTrack to the Rescue
Frank Goossens has stepped up to fix the problems that Automattic is responsible for. Last December he released his donottrack plugin in response to Automattic’s unwillingness to either remove or make optional Quantcast tracking. Months after he released his plugin Automatic modified their Quantcast code, mandating a new release of his plugin. In response Frank has released an updated version of his plugin, now titled WP DoNotTrack, and made it available in the WordPress.org repository.
Frank outlines several reasons for installing the plugin:
- make your WordPress blog/ site honour visitors who request not to be tracked, even if the 3rd parties you include do not (conditional privacy)
- stop any tracking by 3rd parties (absolute privacy)
- limit the number of external servers that are called from your blog (performance)
There are full configuration instructions on his website and information in the FAQ that can help you determine what options you want to flag. If you decide to just use the default settings you’ll successfully block Quantcast tracking. I cannot recommend this plugin highly enough. Not only will it improve the privacy, security, and performance of your website, but it will also ensure that you’re not making false privacy claims to your website visitors.