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Research at St Andrews

Targeted advertising on the handset: Privacy and security challenges

Research output: Chapter in Book/Report/Conference proceedingChapter

Author(s)

Hamed Haddadi, Pan Hui, Tristan Henderson, Ian Brown

School/Research organisations

Abstract

Online advertising is currently a rich source of revenue for many Internet giants. With the ever-increasing number of smart phones, there is a fertile market for personalised and localised advertising. A key benefit of using mobile phones is to take advantage of the significant amount of information on phones — such as
locations of interest to the user — in order to provide personalised advertisements. Preservation of user privacy, however, is essential for successful deployment of such a system. In this chapter we provide an overview of existing advertising systems and privacy concerns on mobile phones, in addition to a system, MobiAd, which includes protocols for scalable local advertisement download and privacy-aware click report dissemination. In the final section of this chapter we describe some of the security mechanisms used in detecting click-through fraud, and techniques that can be used to ensure that the extra privacy protections of MobiAd are not abused to defraud advertisers.
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Details

Original languageEnglish
Title of host publicationPervasive Advertising
EditorsJörg Müller, Florian Alt, Daniel Michelis
Place of PublicationHeidelberg, Germany
PublisherSpringer
Pages119-137
ISBN (Electronic)978-0-85729-352-7
ISBN (Print)978-0-85729-351-0
DOIs
Publication statusPublished - 2011

Publication series

NameHuman-Computer Interaction Series
PublisherSpringer
ISSN (Print)1571-5035

    Research areas

  • Internet advertising, Profiling, Privacy, Mobility

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