Targeted advertising on the handset : Privacy and security challenges
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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.
Haddadi , H , Hui , P , Henderson , T & Brown , I 2011 , ' Targeted advertising on the handset : Privacy and security challenges ' . in J Müller , F Alt & D Michelis (eds) , Pervasive Advertising . Human-Computer Interaction Series , Springer , Heidelberg, Germany , pp. 119-137 . , 10.1007/978-0-85729-352-7_6
The final publication is available at www.springerlink.com
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