Biblio

In an online social network, users exhibit personal information to enjoy social interaction. The social network provider (SNP) exploits users' information for revenue generation through targeted advertising. The SNP can present ads to proper users efficiently. Therefore, an advertiser is more willing to pay for targeted advertising. However, the over-exploitation of users' information would invade users' privacy, which would negatively impact users' social activeness. Motivated by this, we study the optimal privacy policy of the SNP with targeted advertising business. We characterize the privacy policy in terms of the fraction of users' information that the provider should exploit, and formulate the interactions among users, advertiser, and SNP as a three-stage Stackelberg game. By carefully leveraging supermodularity property, we reveal from the equilibrium analysis that higher information exploitation will discourage users from exhibiting information, lowering the overall amount of exploited information and harming advertising revenue. We further characterize the optimal privacy policy based on the connection between users' information levels and privacy policy. Numerical results reveal some useful insights that the optimal policy can well balance the users' trade-off between social benefit and privacy loss.

Advertising channels have evolved from conventional print media, billboards and radio-advertising to online digital advertising (ad), where the users are exposed to a sequence of ad campaigns via social networks, display ads, search etc. While advertisers revisit the design of ad campaigns to concurrently serve the requirements emerging out of new ad channels, it is also critical for advertisers to estimate the contribution from touch-points (view, clicks, converts) on different channels, based on the sequence of customer actions. This process of contribution measurement is often referred to as multi-touch attribution (MTA). In this work, we propose CAMTA, a novel deep recurrent neural network architecture which is a causal attribution mechanism for user-personalised MTA in the context of observational data. CAMTA minimizes the selection bias in channel assignment across time-steps and touchpoints. Furthermore, it utilizes the users' pre-conversion actions in a principled way in order to predict per-channel attribution. To quantitatively benchmark the proposed MTA model, we employ the real-world Criteo dataset and demonstrate the superior performance of CAMTA with respect to prediction accuracy as compared to several baselines. In addition, we provide results for budget allocation and user-behaviour modeling on the predicted channel attribution.

For the purpose of outdoor advertising market researching, AD images are recaptured and uploaded everyday for statistics. But the quality of the recaptured advertising images are often affected by conditions such as angle, distance, and light during the shooting process, which consequently reduce either the speed or the accuracy of the retrieving algorithm. In this paper, we proposed a hash retrieval method based on convolutional neural networks for recaptured images. The basic idea is to add a hash layer to the convolutional neural network and then extract the binary hash code output by the hash layer to perform image retrieval in lowdimensional Hamming space. Experimental results show that the retrieval performance is improved compared with the current commonly used hash retrieval methods.

Advertisement sharing in vehicular network through vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) communication is a fascinating in-vehicle service for advertisers and the users due to multiple reasons. It enable advertisers to promote their product or services in the region of their interest. Also the users get to receive more relevant ads. Usually, users tend to contribute in dissemination of ads if their privacy is preserved and if some incentive is provided. Recent researches have focused on enabling both of the parameters for the users by developing fair incentive mechanism which preserves privacy by using Zero-Knowledge Proof of Knowledge (ZKPoK) (Ming et al., 2019). However, the anonymity provided by ZKPoK can introduce internal attacker scenarios in the network due to which authenticated users can disseminate fake ads in the network without payment. As the existing scheme uses certificate-less cryptography, due to which malicious users cannot be removed from the network. In order to resolve these challenges, we employed conditional anonymity and introduced Monitoring Authority (MA) in the system. In our proposed scheme, the pseudonyms are assigned to the vehicles while their real identities are stored in Certification Authority (CA) in encrypted form. The pseudonyms are updated after a pre-defined time threshold to prevent behavioural privacy leakage. We performed security and performance analysis to show the efficiency of our proposed system.

The online advertising ecosystem is built upon the massive data collection of ad networks to learn the properties of users for targeted ad deliveries. Existing efforts have investigated the privacy leakage behaviors of mobile ad networks. However, there lacks a large-scale measurement study to evaluate the scale of privacy leakage through mobile ads. In this work, we present a study of the potential privacy leakage in location-based mobile advertising services based on a large-scale measurement. We first introduce a threat model in the mobile ad ecosystem, and then design a measurement system to perform extensive threat measurements and assessments. To counteract the privacy leakage threats, we design and implement an adaptive location obfuscation mechanism, which can be used to obfuscate location data in real-time while minimizing the impact to mobile ad businesses.

The online advertising ecosystem is built upon the massive data collection of ad networks to learn the properties of users for targeted ad deliveries. Existing efforts have investigated the privacy leakage behaviors of mobile ad networks. However, there lacks a large-scale measurement study to evaluate the scale of privacy leakage through mobile ads. In this work, we present a study of the potential privacy leakage in location-based mobile advertising services based on a large-scale measurement. We first introduce a threat model in the mobile ad ecosystem, and then design a measurement system to perform extensive threat measurements and assessments. To counteract the privacy leakage threats, we design and implement an adaptive location obfuscation mechanism, which can be used to obfuscate location data in real-time while minimizing the impact to mobile ad businesses.

Bluetooth Low Energy (BLE) beacons are an emerging type of technology in the Internet-of-Things (IoT) realm, which use BLE signals to broadcast a unique identifier that is detected by a compatible device to determine the location of nearby users. Beacons can be used to provide a tailored user experience with each encounter, yet can also constitute an invasion of privacy, due to their covertness and ability to track user behavior. Therefore, we hypothesize that user-driven privacy policy configuration is key to enabling effective and trustworthy privacy management during beacon encounters. We developed a framework for beacon privacy management that provides a policy configuration platform. Through an empirical analysis with 90 users, we evaluated this framework through a proof-of-concept app called Beacon Privacy Manager (BPM), which focused on the user experience of such a tool. Using BPM, we provided users with the ability to create privacy policies for beacons, testing different configuration schemes to refine the framework and then offer recommendations for future research.

The QR codes have gained wide popularity in mobile marketing and advertising campaigns. However, the hidden security threat on the involved information system might endanger QR codes' success, and this issue has not been adequately addressed. In this paper we propose to examine the life cycle of a redesigned QR code ecosystem to identify the possible security risks. On top of this examination, we further propose standard changes to enhance security through a digital signature mechanism.

Multi-touch attribution, which allows distributing the credit to all related advertisements based on their corresponding contributions, has recently become an important research topic in digital advertising. Traditionally, rule-based attribution models have been used in practice. The drawback of such rule-based models lies in the fact that the rules are not derived form the data but only based on simple intuition. With the ever enhanced capability to tracking advertisement and users' interaction with the advertisement, data-driven multi-touch attribution models, which attempt to infer the contribution from user interaction data, become an important research direction. We here propose a new data-driven attribution model based on survival theory. By adopting a probabilistic framework, one key advantage of the proposed model is that it is able to remove the presentation biases inherit to most of the other attribution models. In addition to model the attribution, the proposed model is also able to predict user's 'conversion' probability. We validate the proposed method with a real-world data set obtained from a operational commercial advertising monitoring company. Experiment results have shown that the proposed method is quite promising in both conversion prediction and attribution.

With the rapid increase in cloud services collecting and using user data to offer personalized experiences, ensuring that these services comply with their privacy policies has become a business imperative for building user trust. However, most compliance efforts in industry today rely on manual review processes and audits designed to safeguard user data, and therefore are resource intensive and lack coverage. In this paper, we present our experience building and operating a system to automate privacy policy compliance checking in Bing. Central to the design of the system are (a) Legal ease-a language that allows specification of privacy policies that impose restrictions on how user data is handled, and (b) Grok-a data inventory for Map-Reduce-like big data systems that tracks how user data flows among programs. Grok maps code-level schema elements to data types in Legal ease, in essence, annotating existing programs with information flow types with minimal human input. Compliance checking is thus reduced to information flow analysis of Big Data systems. The system, bootstrapped by a small team, checks compliance daily of millions of lines of ever-changing source code written by several thousand developers.

In the early days of the web, content was designed and hosted by a single person, group, or organization. No longer. Webpages are increasingly composed of content from myriad unrelated "third-party" websites in the business of advertising, analytics, social networking, and more. Third-party services have tremendous value: they support free content and facilitate web innovation. But third-party services come at a privacy cost: researchers, civil society organizations, and policymakers have increasingly called attention to how third parties can track a user's browsing activities across websites. This paper surveys the current policy debate surrounding third-party web tracking and explains the relevant technology. It also presents the FourthParty web measurement platform and studies we have conducted with it. Our aim is to inform researchers with essential background and tools for contributing to public understanding and policy debates about web tracking.