WordNet: a lexical database for English
Communications of the ACM
k-anonymity: a model for protecting privacy
International Journal of Uncertainty, Fuzziness and Knowledge-Based Systems
A temporal comparison of AltaVista Web searching: Research Articles
Journal of the American Society for Information Science and Technology
\ell -Diversity: Privacy Beyond \kappa -Anonymity
ICDE '06 Proceedings of the 22nd International Conference on Data Engineering
An implementation of the FP-growth algorithm
Proceedings of the 1st international workshop on open source data mining: frequent pattern mining implementations
InfoScale '06 Proceedings of the 1st international conference on Scalable information systems
Anatomy: simple and effective privacy preservation
VLDB '06 Proceedings of the 32nd international conference on Very large data bases
Revisiting the uniqueness of simple demographics in the US population
Proceedings of the 5th ACM workshop on Privacy in electronic society
On anonymizing query logs via token-based hashing
Proceedings of the 16th international conference on World Wide Web
"I know what you did last summer": query logs and user privacy
Proceedings of the sixteenth ACM conference on Conference on information and knowledge management
Privacy-preserving anonymization of set-valued data
Proceedings of the VLDB Endowment
Vanity fair: privacy in querylog bundles
Proceedings of the 17th ACM conference on Information and knowledge management
Publishing Sensitive Transactions for Itemset Utility
ICDM '08 Proceedings of the 2008 Eighth IEEE International Conference on Data Mining
Releasing search queries and clicks privately
Proceedings of the 18th international conference on World wide web
On the tradeoff between privacy and utility in data publishing
Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining
Privacy preservation by disassociation
Proceedings of the VLDB Endowment
Privacy-aware personalization for mobile advertising
Proceedings of the 2012 ACM conference on Computer and communications security
Using safety constraint for transactional dataset anonymization
DBSec'13 Proceedings of the 27th international conference on Data and Applications Security and Privacy XXVII
| Hi-index | 0.00 |
Search engines are key to finding information on the web. Search presently is free for users financed by targeted advertisement. Today, the current search terms determine the ad placement. In the near future, search-engine providers will make use of detailed user profiles for better ad placement. This puts user privacy at risk. Anonymizing search histories, which is a solution in principle, gives way to a trade-off between privacy and the usability of the data for ad placement. This paper studies this tradeoff systematically. To this end, we implement an algorithm for the anonymization of search histories which is flexible regarding the target function. It can retain frequent terms or terms where corresponding ads are clicked with a high probability, keep up the number of users it can derive interests for, etc. We quantify the usefulness of the anonymized log for ad placement in a broad way, e.g., by estimating the number of ad clicks or of ad impressions, based on marketing data from Yahoo! As a result, anonymized search logs are still useful for ad placement, but this very much depends on the target function.