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Publications by Type: Book Chapters

Targeted Advertising on the Handset: Privacy and Security Challenges
Zitatschlüssel HHHB-TAHPSC-11
Autor Haddadi, Hamed and Hui, Pan and Henderson, Tristan and Brown, Ian
Buchtitel Pervasive Advertising
Seiten 119–137
Jahr 2011
ISBN 978-0-85729-351-0
Online ISBN 978-0-85729-352-7
ISSN 1571-5035
DOI http://dx.doi.org/10.1007/978-0-85729-352-7_6
Adresse Berlin / Heidelberg, Germany
Monat September
Herausgeber Müller, Jörg and Alt, Florian and Michelis, Daniel
Verlag Springer
Serie Human-Computer Interaction
Zusammenfassung 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.
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