A secure and privacy-preserving targeted ad-system

Authors:
Elli Androulaki;Steven M. Bellovin
Affiliations:
Columbia University;Columbia University
Venue:
FC'10 Proceedings of the 14th international conference on Financial cryptograpy and data security
Year:
2010

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Abstract

Thanks to its low product-promotion cost and its efficiency, targeted online advertising has become very popular. Unfortunately, being profile-based, online advertising methods violate consumers' privacy, which has engendered resistance to the ads. However, protecting privacy through anonymity seems to encourage click-fraud. In this paper, we define consumer's privacy and present a privacy-preserving, targeted ad system (PPOAd) which is resistant towards click fraud. Our scheme is structured to provide financial incentives to all entities involved.