Not All Adware Is Badware: Towards Privacy-Aware Advertising

Hamed Haddadi, Saikat Guha, Paul Francis

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

8 Citations (Scopus)

Abstract

Online advertising is a major economic force in the Internet today. A basic goal of any advertising system is to accurately target the ad to the recipient audience. While Internet technology brings the promise of extremely well-targeted ad placement, there have always been serious privacy concerns surrounding personalization. Today there is a constant battle between privacy advocates and advertisers, where advertisers try to push new personalization technologies, and privacy advocates try to stop them. As long as privacy advocates, however, are unable to propose an alternative personalization system that is private, this is a battle they are destined to lose. This paper presents the framework for such an alternative system, the Private Verifiable Advertising (Privad). We describe the privacy issues associated with today's advertising systems, describe Privad, and discuss its pros and cons and the challenges that remain.

Original languageEnglish
Title of host publicationIFIP Advances in Information and Communication Technology
Pages161-172
Number of pages12
Volume305
DOIs
Publication statusPublished - 1 Dec 2009
Externally publishedYes
Event9th IFIP WG 6.1 Conference on e-Business, e-Services and e-Society, I3E 2009 - Nancy, France
Duration: 23 Sep 200925 Sep 2009

Publication series

NameIFIP Advances in Information and Communication Technology
Volume305
ISSN (Print)18684238

Other

Other9th IFIP WG 6.1 Conference on e-Business, e-Services and e-Society, I3E 2009
CountryFrance
CityNancy
Period23/9/0925/9/09

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ASJC Scopus subject areas

  • Information Systems and Management

Cite this

Haddadi, H., Guha, S., & Francis, P. (2009). Not All Adware Is Badware: Towards Privacy-Aware Advertising. In IFIP Advances in Information and Communication Technology (Vol. 305, pp. 161-172). (IFIP Advances in Information and Communication Technology; Vol. 305). https://doi.org/10.1007/978-3-642-04280-5_14