:DRHOP, A Platform Proposal for Online Charity
Francesco Dagnino and Marina Ribaudo
Dipartimento di Informatica, Bioingegneria, Robotica e Ingegneria dei Sistemi (DIBRIS),
Università degli Studi di Genova, Italy
Keywords:
Web Platform, Online Advertising, Virtual Currency.
Abstract:
This short paper describes :DRHOP, a project proposal based on the idea of an “open interface” that aims to
aggregate different types of “services” and to build around them a community of users who, without changing
their usual online (and offline) habits, collect a wallet of drops, a sort of virtual currency that can be donated for
charity purposes. The architecture of the system is introduced together with the present version of a proof of
concept, currently implemented in the context of online advertising. :DRHOP is still in its initial design phase
and important issues like trust, security, and privacy – that are fundamental for the success of a proposal like
this are only partially sketched. Nevertheless, we think the idea is worth to carry on as witnessed by some
similar projects, which are also briefly introduced in the paper, showing the interest of the Internet community
for online charity experiences.
1 INTRODUCTION
We daily access the web to communicate with friends,
to publish photos, comments, and feedbacks, for edu-
cation purposes, to download software. We also buy
goods on platforms such as Amazon or Alibaba, use
sharing economy platforms such as AirBnB or Bla-
BlaCar, participate to crowdfunding campaigns to
sustain collaborative projects like Wikipedia.
All such online activities always generate reve-
nues for companies providing the web content we use:
this revenue can be direct, and this is the case when
we pay for goods or services, or indirect, and this is
the case when companies use our actions or data to
earn money.
The latter model is typical of the online content we
access for free, since we actually “pay” for the same
content, for instance, by being exposed to online ads.
Content creators convert traffic into a revenue stream
when visitors see or click on their ads and this busi-
ness model is now a dominant force on the Internet,
with huge revenues mostly to the benefit of the two
names that really matter, i.e. the duopoly of Facebook
and Google.
Another source of indirect revenue comes from
the massive collection and brokerage of personal data:
Internet users are constantly tracked (Englehardt and
Narayanan, 2016), their browsing habits are collected,
detailed profiles are built, and often sold to compa-
nies not only for commercial purposes, as happened
for instance in the recent scandal involving Facebook
and Cambridge Analytica
1
.
This practice is made possible by the so-called
third-party trackers, also called tracking cookies, and
it represents a serious threat to users’ privacy. These
trackers, in fact, make the cookie-syncing (Acar et al.,
2014) possible since they are able to exchange user
data (mostly by mapping user IDs) across different
platforms used to sell advertising in an automated
fashion.
Starting from middle 2018, however, things
should have changed, since May 25th was the first day
of enforcement for Europe’s General Data Protection
Regulation (GDPR), that imposes a set of rules that
change the relationship between tech companies that
gather personal data, and the users that are the sour-
ces of such data. By default, any time a company
collects personal data on an EU citizen, it will need
explicit and informed consent from that person. Mo-
reover, users can request all the data a company has
from them as a way to verify that consent, which can
also be revoked. GDPR also sets severe penalties
2
to
get the entire industry’s attention.
As a result, sentences like the following «We
care about your privacy...and pageviews. This web-
1
https://www.theguardian.com/news/2018/mar/26/the-
cambridge-analytica-files-the-story-so-far
2
Fines per violation are set at 4 percent of a company’s
global turnover up to a maximum of 20 million Euros.
Dagnino, F. and Ribaudo, M.
:DRHOP, A Platform Proposal for Online Charity.
DOI: 10.5220/0006959602850292
In Proceedings of the 14th International Conference on Web Information Systems and Technologies (WEBIST 2018), pages 285-292
ISBN: 978-989-758-324-7
Copyright © 2018 by SCITEPRESS Science and Technology Publications, Lda. All rights reserved
285
site protects your privacy by adhering to the Eu-
ropean Union General Data Protection Regulation
(GDPR)...but we’d also like to see how many people
visit our website by viewing analytics and conversion
data. This means NO ads or retargeting. Please state
below which processes you consent to. We will not
use your data for any other purposes.» are commonly
encountered while visiting new websites. However
some recent studies have observed that the majority of
(analyzed) websites do not respect the Directive and
install tracking cookies before the user is even offered
the accept button (Trevisan et al., 2017).
1.1 The :DRHOP Project
In this context we propose :DRHOP. The underlying
idea is that anyone, by simply using the web, gene-
rates a variable quantity of “value” that contributes to
the sustainability of those tech companies that form
the web itself. Hence, the main question for the pro-
posal becomes: “What about return to the users a
fraction the value they contribute to, so that they can
donate it?”
Taken individually this is a tiny quantity not sig-
nificant for the single user but, when combined with
that of many others, it can grow to become a sufficient
amount to be used for charity purposes.
The name of the project comes from the words
drop, hop, and hope to denote that many drops can be
generated thus facilitating “jumps” (hop) in the social
sphere (hope). The multitude of collected drops can
indeed be poured to a lake whose water can help non-
profit organizations. In this way this paradigm trig-
gers a virtuous circle: web surfers donate a fraction
of the (economical) value they generate on the web
to non-profits, and they return it to the society, which
also web surfers belong to, in form of a social value
by fulfilling their goals.
Of course, such online solidarity paradigm can
succeed only if different subjects support it, especially
tech companies willing to donate a small budget to the
initiative. Why should such companies adhere to the
project? What are the possible benefits for them?
From the user perspective, both the earning mo-
dels roughly described in this section suffer from a
lack of transparency. In the direct model it is often dif-
ficult to understand how the price is computed, what
the user is actually paying and how much is the mar-
gin for the company. In the indirect model the situa-
tion is even worse: essentially companies earn money
exploiting user’s goods (e.g. personal data) or user’s
work (e.g. online actions), while the user is often not
aware of this and hence she has no control on it.
This lack of transparency may cause, and actually
is causing, a loss of trust in the web economy ecosy-
stem and users are more and more adopting counter-
measures to contrast this situation. For instance, in
the context of online advertising, we can observe the
ad block phenomenon (Ad blocking, 2018). From
the one hand, trackers collect and store detailed in-
formation in order to deliver more effective adverti-
sements; from the other hand, users with a minimum
of technical skills, who are increasingly averse to the
collection of such data mining their privacy
3
, install
programs which block the trackers.
In this scenario we can imagine that a platform
like :DRHOP could mitigate such a loss of trust, by
promoting an increase of the reputation of the com-
panies supporting it, and hence this could help stabi-
lizing the system. The concept of reputation is as old
as society, and monitoring and managing this intan-
gible asset appropriately is of paramount importance.
Currently, it is unclear how to forecast the return of
investment for potential :DRHOP partners, since it is
difficult to estimate the value of reputation (Feldman
et al., 2014), and this is an important issue that needs
more investigation.
From an economical point of view, another impor-
tant point is the fact that the actors of the system can
claim for tax incentives for the money spent in chari-
table donations. This is a crucial point that has more
that a single solution, since it depends on national tax
regulation and local charitable activities, and it should
necessarily be addressed if a system like :DRHOP has
to be adopted in a real context.
The organization of this paper is as follows.
Section 2 describes the overall architecture of the
system while some implementation details, together
with few screenshots of the current proof of concept,
are introduced in Section 3. Section 4 introduces
some similar projects we are aware of, some more
mature than others. Finally, Section 5 concludes the
paper.
2 ARCHITECTURE OF :DRHOP
Today’s web has evolved from the monolithic three
layer architecture of the past, consisting of a client-
side user interface, a database, and a server-side logic.
A huge amount of data is now available, to be consu-
med by third-party applications, and the availability
3
According to PageFair most recent report we are aware
of (https://pagefair.com/blog/2017/adblockreport/), 11% of
the world’s navigators use ad blocking systems and this ac-
counts for more than 615 million installations on desktop
and mobile devices in 2016. The trend is growing, with a
30% increase worldwide in 2016.
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286
Figure 1: Abstract view of :DRHOP.
of web APIs has had a strong impact on the creation
and fruition of new information following a mashup
approach (Beemer and Gregg, 2009).
A web page rendered in a web browser is often
built by integrating data coming from several hetero-
geneous sources, think for example to remote services
offering information like weather forecasts o travel-
ling schedules. Online ads are dynamically included
into web pages too, as a result of complex bidding
processes (Real time bidding, 2018). Modern web pa-
ges are indeed built by aggregating different contents,
in a sense, mimicking the idea of an “open container”
for data.
:DRHOP is more than a mashup or an open con-
tainer for data, it is an “open interface” aiming at
capturing the value resulting from multiple online as
well as offline (see Section 5) activities, this value so-
mehow flowing into a single platform, whose overall
picture is discussed in this section.
To fix ideas, the first version of :DRHOP works
with ads but, as anticipated in Section 1, the project is
not limited to this ecosystem.
Figure 1 shows an abstract view of the current sy-
stem. The blue box in the middle is the :DRHOP web
platform, e.g. the core of the project. Different types
of users can register: individuals (see the icon labeled
user in the picture), companies (icon labeled website
in the picture), and non-profits ().
Web companies running websites, online news-
papers, e-commerce services, etc. can establish a
partnership with :DRHOP by providing an amount
of money that will be distributed to non-profit or-
ganizations chosen by the users. As briefly no-
ticed in Section 1, the amount of money and the
benefit for each company is variable, depending
on the company itself.
Individuals are the users of the system who de-
cide how collected funds are divided among non-
profit organizations. More precisely, each user
can decide on a fraction of the total collected
funds, depending only on its online activity.
Non-profit organizations are the recipients of so-
lidarity. They sign up in the platform so that users
can select to whom donate. Registration of a new
non-profit is free but subject to acceptance by the
administrators of the platform who will check its
existence and status.
It is clear that we have the necessity to manage
transactions inside the :DRHOP system. To be inde-
pendent from the bank system, we introduce a sort of
virtual currency to be used inside the system: drops.
Hence all users have a wallet of drops to be used for
different purposes depending on the user’s type.
The money box on the left part of Figure 1
represents the body that manages FIAT currency
movements accordingly to users’ decisions made
through the :DRHOP platform. We call this part of
the system Equafund and this is a component of the
system with two main tasks: it collects the funding of-
fered by the companies that adhere to the project and
is responsible of users’ donations by converting drops
into FIAT currency using a fix exchange.
Let us now describe in more detail the flow of
money from companies to non-profit organizations
through the application logic of the system. This flow
is summarized in Figure 2 without considering logical
errors that may occur.
Companies support :DRHOP by donating funds to
Equafund and they receive back in exchange the cor-
responding amount of drops. Several types of dona-
tions are possible depending on the partnership es-
tablished between :DRHOP and the company: una-
tantum donations or periodic donations or a combina-
tion of them.
The key concept of the :DRHOP system are tags.
These are the mean through which drops owned by
companies can be transferred to users. Companies
can create a new tag in any moment and assign to it
a certain amount of drops taken from their wallets. A
company can use the tag to make a web content part
of the system, by inserting the tag in it, thus marking
it as a supportive web content. Then, when a user in-
teracts with such tag during her navigation, a fraction
of the drops owned by the tag is transferred to the
user’s wallet. Each company can own multiple tags
simultaneously and, whenever a tag runs out of drops,
the owner company can simply remove it or load new
drops to it.
In order to interact with tags, after enrolling, an
individual user needs to download some software: for
desktop users this is a browser extension, while for
mobile users this is a mobile app containing a brow-
ser. Such software tracks her online behavior and col-
:DRHOP, A Platform Proposal for Online Charity
287
Figure 2: :DRHOP control flow.
lects the drops when she encounters tags during her
navigation. The user can then donate her drops to
non-profit organizations, to support their activities.
Note that there is a form of tracking also in this
interaction model, and this cannot be avoided, since
we need to know when a user interacts with a tag
which can be anywhere in the web, hence we need
to follow her. However, this tracking activity is con-
ceptually different from usual tracking based on third-
party cookies: the user is tracked through a piece of
software she knowingly installs and on which she has
complete control, being able to switch off it in any
moment. Furthermore, having a software installed on
the client side, we can use it to provide the user with
the ability of blocking undesired third-party cookies,
again increasing the user’s control on her data.
Therefore, summarizing, the :DRHOP system has
to manage three type of transactions: company-tag
transactions (to load drops to a tag), tag-user tran-
sactions (to allow users to collect drops by their web
navigation) and user-noprofit transactions (to donate
drops to non-profit organizations).
Finally, a non-profit can withdraw drops from its
wallet, by converting them into FIAT currency, decla-
ring how it will use such money, and this closes the
flow of money from companies to non-profit organi-
zations.
The :DRHOP system, due to its nature and scope,
is highly reputation sensitive, hence we need to en-
force the highest possible level of transparency and
security.
To ensure transparency all transactions, both in
drops and in FIAT currency, will be certified and pu-
blicly accessible. Furthermore, we require non-profit
organizations to declare how they will use funds rai-
sed through :DRHOP, and the system will provide fe-
atures to allow such organizations to keep users in-
formed about their activities, thus enforcing a sort of
social “control” on them.
Security is a difficult issue on this system, mainly
because it is based on data collected client-side, hence
having no control on them. At a glance, we should
enforce rigid policies mainly to discourage attacks on
that side. For instance, we could impose that each
user can interact with a given tag only once, so that
a single user cannot “empty” a tag’s wallet, or that
there must be a certain interval of time between two
interactions. Another issue is avoiding tag theft and
this is even more difficult. In all cases security issues
need a deeper analysis.
Another issue is the availability of collected funds,
that is, guaranteeing funds collected by Equafund to
WEBIST 2018 - 14th International Conference on Web Information Systems and Technologies
288
reach non-profit organizations in a reasonable amount
of time. This can be done by requiring drops not to
stay in a wallet (of a user or of a company) for too
much time, worth losing such drops that will be auto-
matically divided among other actors of the system.
3 THE PROOF OF CONCEPT
The current version of :DRHOP is a pretotype, e.g.,
it provides «a way to test an idea quickly and inex-
pensively by creating extremely simplified, mocked or
virtual versions of that product to help validate the
premise that “If we build it, they will use it.”» (Sa-
voia, 2011)
The project is built using Node.js
4
, a platform for
server-side JavaScript applications which has become
quite popular in recent years, and uses MongoDB
5
as
back-end. All data managed by the platform (different
types of users and different wallets) are stored into
JSON documents.
In order to collect drops, the registered user must
download and install some software. In the current
implementation this is a browser extension, e.g. a Ja-
vaScript, HTML, and CSS piece of code that can mo-
dify the functionality of a web browser by adding new
features, or by changing the appearance or the content
of websites. In our implementation the extension col-
lects drops when the user encounters supportive ads,
or reaches tagged websites, without interfering with
the usual user behavior.
Tags are unique non-forgeable identifiers associa-
ted with a company and whenever a user encounters
a tag, the pair htag, useri generates drops and this in-
formation needs to be permanently stored to avoid the
forgery of fake drops in response to the same tag en-
countered multiple times by the same user.
In absence of real tags we decided to use the Ea-
syList
6
which collects a list of strings occurring in the
most popular trackers. EasyList is used by many ad
blockers to filter and remove ads which are delivered
by trackers matching the strings in the list. Instead
of filtering and blocking, the current version of the
extension generates new drops whenever the user do-
wnloads these trackers while surfing the web.
The number of collected drops changes from page
to page depending on how many trackers are encoun-
tered, and this number varies if the user views or
clicks the ad, to somehow mimic the different Inter-
net advertising payments models (for details see for
4
https://nodejs.org
5
https://www.mongodb.com
6
https://easylist.to/
example (Benjamin et al., 2007)). Of course, in the
current version, the resulting drop count is an ove-
restimation of the real number of drops that could be
collected in response to tagged ads.
The extension sends back JSON data containing
the number of drops, the visited website, and other
information that are evaluated on the server-side to
update the wallet of each user, in the tag-user tran-
saction.
After authentication, the user can also access to
her private dashboard offering different tabs: DROP,
DONATE, SOCIAL. The information displayed on each
tab are shown thanks to the D3.js
7
library.
The DROP dashboard of Figure 3 shows the col-
lected drops. A small blue bubble on the left counts
the total number of drops while a panel on the right
shows the number of drops collected day by day (cur-
ves can be aggregated by week, month, year). Be-
low the panel, a list of websites and the corresponding
drops is shown.
Figure 3: DROP dashboard.
The DONATE dashboard in Figure 4 summarizes
the donations of the user. After collecting the drops,
she can select one or more non-profit organizations
and make one or more donations, thanks to the execu-
tion of the user-noprofit transaction.
Visually, the drops in the blue bubble are poured in
a red bubble by using a simple slider. A detailed list
of all donations, with the name of the organization,
the date, the amount of drops is also available in the
dashboard.
The SOCIAL dashboard is not available yet, but
the main idea is that of providing information on the
community of the system. Members profiles, statis-
tics, graphs connecting users that have donated to the
same non-profit will be built and shown to provide a
7
https://d3js.org/
:DRHOP, A Platform Proposal for Online Charity
289
Figure 4: DONATE dashboard.
strong sense of community. Information on the pro-
jects made possible by :DRHOP will be collected and
shared to guarantee a high level of transparency.
Ultimately, :DRHOP can work only by attracting
the right users and deciding which aspects of their in-
teraction with the platform report on is of paramount
importance to build trust and sustain loyalty (Dellaro-
cas, 2010)
4 RELATED WORK
While developing the first :DRHOP proof of concept
we have come to know other projects, already de-
ployed or under development, that share similarities
with our proposal and we think they witness the inte-
rest of the Internet community for online charity ex-
periences.
Ecosia
8
is a German search engine launched in
2009, which uses Bing and its own algorithm to rank
pages. Ecosia shows ads in its search results: when
users click on sponsored links, Ecosia gets a small
amount of money. Ecosia also earns funds through
EcoLinks, a browser extension that allows users to do-
nate for free to Ecosia through their online purchases.
Collected money is used to plant trees and Ecosia is
funding green campaigns like for example reforesta-
tion projects.
Helpfreely
9
is a Spanish project that offers a web-
site and a Chrome extension that turns online shop-
ping into donations to support non-profit organizati-
ons. Partners of Helpfreely donate a small percen-
tage of the value of the purchases (or online reser-
vations) to users, and the users decide which organi-
zations support, at no extra cost for them. Like in
8
https://www.ecosia.org/
9
https://elpfreely.org
the case of :DRHOP, all non-profit organizations and
users worldwide can sign up for free.
AIDChain (AidCoin, 2018), is a platform offering
a set of services for the non-profit sector, developed to
try to limit the continuous decline in trust from poten-
tial donors, due to the lack of transparency in the use
of the collected funds. This platform uses Ethereum
10
blockchain-powered smart contracts in order to lower
the cost of the fees required for donations, to improve
traceability of the donations, their transparency and
immutability. In addition to the platform, a crypto-
currency (AidCoin) is also proposed. This project has
many points in common with :DRHOP, the main dif-
ference being the way funds are collected, which are
direct donations in the case of AIDChain.
The Brave
11
project is located in Los Angeles and
raised a significant funding to develop a web brow-
ser based on Chromium/Blink which blocks ads and
trackers and include a micro-payments system to of-
fer users a choice between viewing selected ads. The
main goal is that of giving users a safer, faster and bet-
ter browsing experience, while providing support for
content creators through a new attention-based ecosy-
stem of rewards (Brave, 2018). The developers intro-
duce the Basic Attention Token that should improve
the efficiency of digital advertising by creating a new
Ethereum token that can be exchanged between pu-
blishers, advertisers, and users. The token can be used
to obtain a variety of advertising and attention-based
services on the Brave platform and users attention can
be transformed into revenue for those using this new
browser.
One of the claim on the project website says that
«Much more than a browser, Brave is a new way
of thinking about how the web works.» which is so-
mehow close to our main motivation.
Online.io (OIO, 2018) is a brand new proposal
which launched its ICO in July 2018; the associa-
ted token (precisely OIO) is «an unique digital asset
that will unleash the Internet from ads, malware and
tracking software, leading to a more enjoyable and
secure browsing experience, with sizable benefits for
both web operators and end users.»
The idea underlying this proposal is to make a he-
althy, ad-free, private and more secure internet ecosy-
stem. In fact, less ads means more privacy and se-
curity since many ads might also come with hidden
malware, scam ads, or mining scripts (Sood and En-
body, 2011).
Moreover, this proposal suggests a new monetiza-
tion model in which web companies can give up on-
line ads but still get a profit thanks to an increase in the
10
https://www.ethereum.org/
11
https://brave.com/
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290
Table 1: Main characteristics of projects similar to :DRHOP.
Project Category Source of revenue Recipient of revenue Blockchain
Ecosia search engine ads and sponsored links green campaigns -
Helpfreely browser extension online purchases non-profit sector -
AIDChain online platform companies, individuals non-profit sector Ethereum
Brave browser selected ads users Ethereum
Online.io online platforn ad-free websites users Ethereum
time spent by visitors on their more valuable pages,
whose quality is evaluated by the visitors themselves,
who define a ranking of trust-worthy websites.
Also Online.io uses the Ethereum platform and
the authors in their white paper propose the adoption
of a new consensus algorithm, the Proof-of-Online,
which does not require massive hardware resources
and energy consumption. The rewards for website
operators will be quantified by considering how many
minutes users spend on each website. This idea seems
similar to the Basic Attention Token of (Brave, 2018).
Table 1 summarizes some characteristics of all the
aforementioned projects. The main difference bet-
ween the first three projects (Ecosia, Helpfreely, AID-
Chain) and :DRHOP is that they are mostly focused on
a single application - search online, buy goods or ser-
vices online, donate easily - while we imagine a mo-
dular open platform in which different plug-ins could
be added on demand to deal with new types of servi-
ces, today still not known.
The two projects currently working on ads, Brave
and Online.io, suggest to reduce or set ads aside by
providing a different form of reward to users which
is based on their online attention and voting (in the
case of Online.io). In :DRHOP we suggest to make
ads supportive, so that we can imagine a virtuous cir-
cle that returns a small percentage of revenue to those
users that made such revenue possible. Also the target
of the reward is different, being the user herself in the
first two cases and non-profit organizations or specific
fundraising champaigns in :DRHOP.
5 CONCLUSION
We have presented a high level description of the ar-
chitecture of :DRHOP, a project aiming to redirect a
fraction of the value generated by users’ online acti-
vity for charity purposes. We have then presented the
current proof-of-concept implementation of the sy-
stem restricted to the context of online advertising.
:DRHOP is in its initial stage of development and
therefore we cannot provide any usage data but the
existence of similar projects is an indicator of the on-
line community towards projects trying to redistribute
the huge amount of money today in the hands of a few
Internet (giant) companies.
In addition to improving the current pretotype we
are also considering some further extensions. A cru-
cial requirement of the system is the ability of ma-
naging transactions, in a secure, traceable and public
way. To this aim it could be interesting to explore
the possibility of adopting a distributed ledger techno-
logy to store and approve transactions. This emerging
technology will provide another interesting feature:
transactions will be approved by the users themselves,
thus discouraging users to attack the system, because
essentially they will damage themselves.
As already mentioned, another extension we could
consider is in the offline context. The central element
of the :DRHOP system are tags, hence to extend the
system to the offline world it would be enough to find
a “physical form” for tags, and then we can use the
mobile app to interact with them. This physical form
can be any physical object that can expose the tag to
be read by the mobile app, for instance QR codes,
NFC tags or others, depending on the type of physical
object (tickets, supermarkets, sold products, ...) we
want to mark as supportive.
Concluding, we can say that :DRHOP proposes
an approach based on quite simple and standard web
technologies, but with a radically new vision of the
web ecosystem, as a community of actors exchanging
contents to each other and collaborating for a com-
mon good scope.
ACKNOWLEDGEMENTS
We would like to thank Pietro Corsi, Paolo Gangemi,
and Federico Roncallo for the first prototype imple-
mentation of :DRHOP, and Luca Frigerio for sharing
with us the idea of supportive online advertisement
and the interesting discussion on this topic.
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