| 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. |
