Privacy-preserving location-aware mobile advertisement

Erald Troja, Spiridon Bakiras

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

Abstract

Location-aware mobile advertising is expanding very rapidly and is forecast to grow much faster than any other industry in the digital era. Unfortunately, with the rise and expansion of on-line behavioral advertising, consumers have grown very skeptical of the vast amount of data that is extracted and mined from advertisers. As a result, the consensus has shifted towards stricter privacy requirements. In this paper, we introduce a novel privacy-preserving location-aware mobile advertisement framework that is built with privacy in mind from the ground up. Our proposed methods ease the tension that exists between privacy and advertising by guaranteeing, through cryptographic constructions, that (i) mobile users receive advertisements relative to their location and interests in a privacy-preserving manner, and (ii) the advertisement network can only compute aggregate statistics of ad impressions and click-through-rates. Through extensive experimentation, we show that our methods are efficient in terms of both computational and communication cost, especially at the client side.

Original languageEnglish
Title of host publicationProceedings - 15th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, 10th IEEE International Conference on Big Data Science and Engineering and 14th IEEE International Symposium on Parallel and Distributed Processing with Applications, IEEE TrustCom/BigDataSE/ISPA 2016
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages783-790
Number of pages8
ISBN (Electronic)9781509032051
DOIs
Publication statusPublished - 7 Feb 2017
Externally publishedYes
EventJoint 15th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, 10th IEEE International Conference on Big Data Science and Engineering and 14th IEEE International Symposium on Parallel and Distributed Processing with Applications, IEEE TrustCom/BigDataSE/ISPA 2016 - Tianjin, China
Duration: 23 Aug 201626 Aug 2016

Other

OtherJoint 15th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, 10th IEEE International Conference on Big Data Science and Engineering and 14th IEEE International Symposium on Parallel and Distributed Processing with Applications, IEEE TrustCom/BigDataSE/ISPA 2016
CountryChina
CityTianjin
Period23/8/1626/8/16

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Marketing
Statistics
Communication
Costs
Industry

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Science Applications
  • Hardware and Architecture
  • Information Systems
  • Safety, Risk, Reliability and Quality

Cite this

Troja, E., & Bakiras, S. (2017). Privacy-preserving location-aware mobile advertisement. In Proceedings - 15th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, 10th IEEE International Conference on Big Data Science and Engineering and 14th IEEE International Symposium on Parallel and Distributed Processing with Applications, IEEE TrustCom/BigDataSE/ISPA 2016 (pp. 783-790). [7847022] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/TrustCom.2016.0139

Privacy-preserving location-aware mobile advertisement. / Troja, Erald; Bakiras, Spiridon.

Proceedings - 15th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, 10th IEEE International Conference on Big Data Science and Engineering and 14th IEEE International Symposium on Parallel and Distributed Processing with Applications, IEEE TrustCom/BigDataSE/ISPA 2016. Institute of Electrical and Electronics Engineers Inc., 2017. p. 783-790 7847022.

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

Troja, E & Bakiras, S 2017, Privacy-preserving location-aware mobile advertisement. in Proceedings - 15th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, 10th IEEE International Conference on Big Data Science and Engineering and 14th IEEE International Symposium on Parallel and Distributed Processing with Applications, IEEE TrustCom/BigDataSE/ISPA 2016., 7847022, Institute of Electrical and Electronics Engineers Inc., pp. 783-790, Joint 15th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, 10th IEEE International Conference on Big Data Science and Engineering and 14th IEEE International Symposium on Parallel and Distributed Processing with Applications, IEEE TrustCom/BigDataSE/ISPA 2016, Tianjin, China, 23/8/16. https://doi.org/10.1109/TrustCom.2016.0139
Troja E, Bakiras S. Privacy-preserving location-aware mobile advertisement. In Proceedings - 15th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, 10th IEEE International Conference on Big Data Science and Engineering and 14th IEEE International Symposium on Parallel and Distributed Processing with Applications, IEEE TrustCom/BigDataSE/ISPA 2016. Institute of Electrical and Electronics Engineers Inc. 2017. p. 783-790. 7847022 https://doi.org/10.1109/TrustCom.2016.0139
Troja, Erald ; Bakiras, Spiridon. / Privacy-preserving location-aware mobile advertisement. Proceedings - 15th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, 10th IEEE International Conference on Big Data Science and Engineering and 14th IEEE International Symposium on Parallel and Distributed Processing with Applications, IEEE TrustCom/BigDataSE/ISPA 2016. Institute of Electrical and Electronics Engineers Inc., 2017. pp. 783-790
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