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Targeted advertising on the handset: Privacy and security challenges
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dc.contributor.author | Haddadi, Hamed | |
dc.contributor.author | Hui, Pan | |
dc.contributor.author | Henderson, Tristan | |
dc.contributor.author | Brown, Ian | |
dc.contributor.editor | Müller, Jörg | |
dc.contributor.editor | Alt, Florian | |
dc.contributor.editor | Michelis, Daniel | |
dc.date.accessioned | 2011-10-27T13:55:01Z | |
dc.date.available | 2011-10-27T13:55:01Z | |
dc.date.issued | 2011 | |
dc.identifier | 5485462 | |
dc.identifier | 3dd43c94-27d3-4000-8c60-240d136697e9 | |
dc.identifier.citation | 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 . https://doi.org/10.1007/978-0-85729-352-7_6 | en |
dc.identifier.isbn | 978-0-85729-351-0 | |
dc.identifier.isbn | 978-0-85729-352-7 | |
dc.identifier.issn | 1571-5035 | |
dc.identifier.other | Bibtex: urn:f769d54552ec69aadfd83ce015e67539 | |
dc.identifier.uri | https://hdl.handle.net/10023/2027 | |
dc.description.abstract | 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. | |
dc.format.extent | 273356 | |
dc.language.iso | eng | |
dc.publisher | Springer | |
dc.relation.ispartof | Pervasive Advertising | en |
dc.relation.ispartofseries | Human-Computer Interaction Series | en |
dc.subject | Internet advertising | en |
dc.subject | Profiling | en |
dc.subject | Privacy | en |
dc.subject | Mobility | en |
dc.subject | QA75 Electronic computers. Computer science | en |
dc.subject.lcc | QA75 | en |
dc.title | Targeted advertising on the handset: Privacy and security challenges | en |
dc.type | Book item | en |
dc.contributor.institution | University of St Andrews. School of Computer Science | en |
dc.identifier.doi | https://doi.org/10.1007/978-0-85729-352-7_6 |
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