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dc.contributor.authorHaddadi, Hamed
dc.contributor.authorHui, Pan
dc.contributor.authorHenderson, Tristan
dc.contributor.authorBrown, Ian
dc.contributor.editorMüller, Jörg
dc.contributor.editorAlt, Florian
dc.contributor.editorMichelis, Daniel
dc.identifier.citationHaddadi , 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 .
dc.identifier.otherPURE: 5485462
dc.identifier.otherPURE UUID: 3dd43c94-27d3-4000-8c60-240d136697e9
dc.identifier.otherBibtex: urn:f769d54552ec69aadfd83ce015e67539
dc.description.abstractOnline 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.relation.ispartofPervasive Advertisingen
dc.relation.ispartofseriesHuman-Computer Interaction Seriesen
dc.rightsThe final publication is available at www.springerlink.comen
dc.subjectInternet advertisingen
dc.subjectQA75 Electronic computers. Computer scienceen
dc.titleTargeted advertising on the handset: Privacy and security challengesen
dc.typeBook itemen
dc.contributor.institutionUniversity of St Andrews.School of Computer Scienceen

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