MobiAd: Private and scalable mobile advertising

Hamed Haddadi, Pan Hui, Ian Brown

Research output: Chapter in Book/Report/Conference proceedingConference contribution

50 Citations (Scopus)

Abstract

We introduce MobiAd; a scalable, location-aware, personalised and private advertising system for mobile platforms. Advertising is the driving force behind many websites and service providers on the Internet. With the ever-increasing number of smart phones, there is a fertile market for personalised and localised advertising. They key benefit of using mobile phones is to take advantage of the vast amount of information on the phones and the locations of interest to the user in order to provide personalised ads. Preservation of user privacy is however essential for successful deployment of such a system. MobiAd would perform a range of data mining tasks in order to maintain an interest profile on the user's phone, and use the infrastructure network to download and display relevant ads and reports the clicks via a Delay Tolerant Networking (DTN) protocol. In this paper we provide an overview into existing advertising systems and privacy concerns on mobile phones, in addition to the scalable local ad download and privacy-aware DTN-based click report dissemination methods that we propose for MobiAd.

Original languageEnglish
Title of host publicationProc. 5th ACM Int. Workshop on Mobility in the Evolving Internet Architecture, MobiArch '10, Co-located with MobiCom'10 and 11th ACM Int. Symp. on Mobile Ad Hoc Networking and Computing, MobiHoc'10
PublisherAssociation for Computing Machinery
Pages33-38
Number of pages6
ISBN (Print)9781450301435
DOIs
Publication statusPublished - 1 Jan 2010
Event5th ACM International Workshop on Mobility in the Evolving Internet Architecture, MobiArch '10 - Chicago, IL, United States
Duration: 20 Sep 201024 Sep 2010

Publication series

NameProceedings of the Annual International Conference on Mobile Computing and Networking, MOBICOM

Other

Other5th ACM International Workshop on Mobility in the Evolving Internet Architecture, MobiArch '10
CountryUnited States
CityChicago, IL
Period20/9/1024/9/10

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Keywords

  • Advertising
  • DTN
  • Mobile devices

ASJC Scopus subject areas

  • Software
  • Hardware and Architecture
  • Computer Networks and Communications

Cite this

Haddadi, H., Hui, P., & Brown, I. (2010). MobiAd: Private and scalable mobile advertising. In Proc. 5th ACM Int. Workshop on Mobility in the Evolving Internet Architecture, MobiArch '10, Co-located with MobiCom'10 and 11th ACM Int. Symp. on Mobile Ad Hoc Networking and Computing, MobiHoc'10 (pp. 33-38). (Proceedings of the Annual International Conference on Mobile Computing and Networking, MOBICOM). Association for Computing Machinery. https://doi.org/10.1145/1859983.1859993