A Utility-Theoretic Approach to Privacy in Online Services

Online offerings such as web search, news portals, and e-commerce applications face the challenge of providing high-quality service to a large, heterogeneous user base. Recent efforts have highlighted the potential to improve performance by introducing methods to personalize services based on special knowledge about users and their context. For example, a user's demographics, location, and past search and browsing may be useful in enhancing the results offered in response to web search queries. However, reasonable concerns about privacy by both users, providers, and government agencies acting on behalf of citizens, may limit access by services to such information. We introduce and explore an economics of privacy in personalization, where people can opt to share personal information, in a standing or on-demand manner, in return for expected enhancements in the quality of an online service. We focus on the example of web search and formulate realistic objective functions for search efficacy and privacy. We demonstrate how we can find a provably near-optimal optimization of the utility-privacy tradeoff in an efficient manner. We evaluate our methodology on data drawn from a log of the search activity of volunteer participants. We separately assess users’ preferences about privacy and utility via a large-scale survey, aimed at eliciting preferences about peoples’ willingness to trade the sharing of personal data in returns for gains in search efficiency. We show that a significant level of personalization can be achieved using a relatively small amount of information about users

The Exploitation of Web Navigation Data: Ethical Issues and Alternative Scenarios

Nowadays, the users' browsing activity on the Internet is not completely private due to many entities that collect and use such data, either for legitimate or illegal goals. The implications are serious, from a person who exposes unconsciously his private information to an unknown third party entity, to a company that is unable to control its information to the outside world. As a result, users have lost control over their private data in the Internet. In this paper, we present the entities involved in users' data collection and usage. Then, we highlight what are the ethical issues that arise for users, companies, scientists and governments. Finally, we present some alternative scenarios and suggestions for the entities to address such ethical issues.Comment: 11 pages, 1 figur

Online Privacy in Mobile and Web Platforms: Risk Quantification and Obfuscation Techniques

The wide-spread use of the web and mobile platforms and their high engagement in human lives pose serious threats to the privacy and confidentiality of users. It has been demonstrated in a number of research works that devices, such as desktops, mobile, and web browsers contain subtle information and measurable variation, which allow them to be fingerprinted. Moreover, behavioural tracking is another form of privacy threat that is induced by the collection and monitoring of users gestures such as touch, motion, GPS, search queries, writing pattern, and more. The success of these methods is a clear indication that obfuscation techniques to protect the privacy of individuals, in reality, are not successful if the collected data contains potentially unique combinations of attributes relating to specific individuals. With this in view, this thesis focuses on understanding the privacy risks across the web and mobile platforms by identifying and quantifying the privacy leakages and then designing privacy preserving frameworks against identified threats. We first investigate the potential of using touch-based gestures to track mobile device users. For this purpose, we propose and develop an analytical framework that quantifies the amount of information carried by the user touch gestures. We then quantify users privacy risk in the web data using probabilistic method that incorporates all key privacy aspects, which are uniqueness, uniformity, and linkability of the web data. We also perform a large-scale study of dependency chains in the web and find that a large proportion of websites under-study load resources from suspicious third-parties that are known to mishandle user data and risk privacy leaks. The second half of the thesis addresses the abovementioned identified privacy risks by designing and developing privacy preserving frameworks for the web and mobile platforms. We propose an on-device privacy preserving framework that minimizes privacy leakages by bringing down the risk of trackability and distinguishability of mobile users while preserving the functionality of the existing apps/services. We finally propose a privacy-aware obfuscation framework for the web data having high predicted risk. Using differentially-private noise addition, our proposed framework is resilient against adversary who has knowledge about the obfuscation mechanism, HMM probabilities and the training dataset

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research

On Measuring Bias in Online Information

Bias in online information has recently become a pressing issue, with search engines, social networks and recommendation services being accused of exhibiting some form of bias. In this vision paper, we make the case for a systematic approach towards measuring bias. To this end, we discuss formal measures for quantifying the various types of bias, we outline the system components necessary for realizing them, and we highlight the related research challenges and open problems.Comment: 6 pages, 1 figur