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Targeted Advertising on the Handset: Privacy and Security Challenges

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Book cover Pervasive Advertising

Part of the book series: Human-Computer Interaction Series ((HCIS))

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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Notes

  1. 1.

    We elaborate in Sect.  6.7 why a landing page is not essential.

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Author information

Authors and Affiliations

  1. Queen Mary, University of London, London, UK

    Hamed Haddadi

  2. Deutsche Telekom Laboratories, Darmstadt, Germany

    Pan Hui

  3. University of St Andrews, St Andrews, UK

    Tristan Henderson

  4. Oxford Internet Institute, Oxford, UK

    Ian Brown

Authors
  1. Hamed Haddadi
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  2. Pan Hui
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  3. Tristan Henderson
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  4. Ian Brown
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Corresponding author

Correspondence to Hamed Haddadi .

Editor information

Editors and Affiliations

  1. , Laboratories, Deutsche Telekom AG, Ernst-Reuter-Platz 7,, Berlin, 10587, Germany

    Jörg Müller

  2. University of Stuttgart, Pfaffenwaldring, Stuttgart, 70569, Germany

    Florian Alt

  3. Anhalt University of Applied Science, Strenzfelder Allee 28,, Bernburg, 06406, Germany

    Daniel Michelis

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Haddadi, H., Hui, P., Henderson, T., Brown, I. (2011). Targeted Advertising on the Handset: Privacy and Security Challenges. In: Müller, J., Alt, F., Michelis, D. (eds) Pervasive Advertising. Human-Computer Interaction Series. Springer, London. https://doi.org/10.1007/978-0-85729-352-7_6

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  • DOI: https://doi.org/10.1007/978-0-85729-352-7_6

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  • Print ISBN: 978-0-85729-351-0

  • Online ISBN: 978-0-85729-352-7

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