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Auctions in do-not-track compliant internet advertising

Published: 17 October 2011 Publication History

Abstract

Online tracking of users in support of behavioral advertising is widespread. Several researchers have proposed non-tracking online advertising systems that go well beyond the requirements of the Do-Not-Track initiative launched by the US Federal Trace Commission (FTC). The primary goal of these systems is to allow for behaviorally targeted advertising without revealing user behavior (clickstreams) or user profiles to the ad network. Although these designs purport to be practical solutions, none of them adequately consider the role of the ad auctions, which today are central to the operation of online advertising systems. This paper looks at the problem of running auctions that leverage user profiles for ad ranking while keeping the user profile private. We define the problem, broadly explore the solution space, and discuss the pros and cons of these solutions. We analyze the performance of our solutions using data from Microsoft Bing advertising auctions. We conclude that, while none of our auctions are ideal in all respects, they are adequate and practical solutions.

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  • (2015)Towards Secure and Practical Targeted Mobile AdvertisingProceedings of the 2015 11th International Conference on Mobile Ad-hoc and Sensor Networks (MSN)10.1109/MSN.2015.17(79-88)Online publication date: 16-Dec-2015
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cover image ACM Conferences
CCS '11: Proceedings of the 18th ACM conference on Computer and communications security
October 2011
742 pages
ISBN:9781450309486
DOI:10.1145/2046707
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Published: 17 October 2011

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Author Tags

  1. auctions
  2. online advertising
  3. privacy
  4. targeting

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CCS '11 Paper Acceptance Rate 60 of 429 submissions, 14%;
Overall Acceptance Rate 1,261 of 6,999 submissions, 18%

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Cited By

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  • (2020)A Practical System for Privacy-Aware Targeted Mobile Advertising ServicesIEEE Transactions on Services Computing10.1109/TSC.2017.269738513:3(410-424)Online publication date: 1-May-2020
  • (2015)PROTAProceedings of the 2015 IEEE 34th International Performance Computing and Communications Conference (IPCCC)10.1109/PCCC.2015.7410336(1-8)Online publication date: 14-Dec-2015
  • (2015)Towards Secure and Practical Targeted Mobile AdvertisingProceedings of the 2015 11th International Conference on Mobile Ad-hoc and Sensor Networks (MSN)10.1109/MSN.2015.17(79-88)Online publication date: 16-Dec-2015
  • (2015)Advertiser and Publisher-centric Privacy Aware Online Behavioral Advertising2015 IEEE 35th International Conference on Distributed Computing Systems10.1109/ICDCS.2015.38(298-307)Online publication date: Jun-2015
  • (2015)Privacy in Mobile DevicesPrivacy in a Digital, Networked World10.1007/978-3-319-08470-1_10(207-234)Online publication date: 14-Oct-2015
  • (2014)Privacy.tagProceedings of the 12th ACM Conference on Embedded Network Sensor Systems10.1145/2668332.2668339(163-176)Online publication date: 3-Nov-2014
  • (2014)TrueClickProceedings of the 30th Annual Computer Security Applications Conference10.1145/2664243.2664279(456-465)Online publication date: 8-Dec-2014
  • (2014)POSTERProceedings of the 2014 ACM SIGSAC Conference on Computer and Communications Security10.1145/2660267.2662370(1472-1474)Online publication date: 3-Nov-2014
  • (2014)Private-by-Design Advertising Meets the Real WorldProceedings of the 2014 ACM SIGSAC Conference on Computer and Communications Security10.1145/2660267.2660305(116-128)Online publication date: 3-Nov-2014
  • (2014)POLA: A privacy-preserving protocol for location-based real-time advertising2014 IEEE 33rd International Performance Computing and Communications Conference (IPCCC)10.1109/PCCC.2014.7017108(1-8)Online publication date: Dec-2014
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