Online advertising: analysis of privacy threats and protection approaches

Online advertising, the pillar of the “free” content on the Web, has revolutionized the marketing business in recent years by creating a myriad of new opportunities for advertisers to reach potential customers. The current advertising model builds upon an intricate infrastructure composed of a variety of intermediary entities and technologies whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, processed and traded behind the scenes at an unprecedented rate. Despite the enormous value of online advertising, however, the intrusiveness and ubiquity of these practices prompt serious privacy concerns. This article surveys the online advertising infrastructure and its supporting technologies, and presents a thorough overview of the underlying privacy risks and the solutions that may mitigate them. We first analyze the threats and potential privacy attackers in this scenario of online advertising. In particular, we examine the main components of the advertising infrastructure in terms of tracking capabilities, data collection, aggregation level and privacy risk, and overview the tracking and data-sharing technologies employed by these components. Then, we conduct a comprehensive survey of the most relevant privacy mechanisms, and classify and compare them on the basis of their privacy guarantees and impact on the Web.Peer ReviewedPostprint (author's final draft

User evaluation of a market-based recommender system

Recommender systems have been developed for a wide variety of applications (ranging from books, to holidays, to web pages). These systems have used a number of different approaches, since no one technique is best for all users in all situations. Given this, we believe that to be effective, systems should incorporate a wide variety of such techniques and then some form of overarching framework should be put in place to coordinate them so that only the best recommendations (from whatever source) are presented to the user. To this end, in our previous work, we detailed a market-based approach in which various recommender agents competed with one another to present their recommendations to the user. We showed through theoretical analysis and empirical evaluation with simulated users that an appropriately designed marketplace should be able to provide effective coordination. Building on this, we now report on the development of this multi-agent system and its evaluation with real users. Specifically, we show that our system is capable of consistently giving high quality recommendations, that the best recommendations that could be put forward are actually put forward, and that the combination of recommenders performs better than any constituent recommende