: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

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

get the entire industry’s attention.

As a result, sentences like the following «We

care about your privacy...and pageviews. This web-

https://www.theguardian.com/news/2018/mar/26/the-

cambridge-analytica-ﬁles-the-story-so-far

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

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

, 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

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

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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

, a platform for

server-side JavaScript applications which has become

quite popular in recent years, and uses MongoDB

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

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

https://nodejs.org

https://www.mongodb.com

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

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

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

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

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

https://www.ecosia.org/

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

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

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

https://www.ethereum.org/

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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