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

Trust beyond reputation: A computational trust model based on stereotypes

Models of computational trust support users in taking decisions. They are commonly used to guide users' judgements in online auction sites; or to determine quality of contributions in Web 2.0 sites. However, most existing systems require historical information about the past behavior of the specific agent being judged. In contrast, in real life, to anticipate and to predict a stranger's actions in absence of the knowledge of such behavioral history, we often use our "instinct"- essentially stereotypes developed from our past interactions with other "similar" persons. In this paper, we propose StereoTrust, a computational trust model inspired by stereotypes as used in real-life. A stereotype contains certain features of agents and an expected outcome of the transaction. When facing a stranger, an agent derives its trust by aggregating stereotypes matching the stranger's profile. Since stereotypes are formed locally, recommendations stem from the trustor's own personal experiences and perspective. Historical behavioral information, when available, can be used to refine the analysis. According to our experiments using Epinions.com dataset, StereoTrust compares favorably with existing trust models that use different kinds of information and more complete historical information

07271 Abstracts Collection -- Computational Social Systems and the Internet

From 01.07. to 06.07.2007, the Dagstuhl Seminar 07271 ``Computational Social Systems and the Internet\u27\u27 was held in the International Conference and Research Center (IBFI), Schloss Dagstuhl. During the seminar, several participants presented their current research, and ongoing work and open problems were discussed. Abstracts of the presentations given during the seminar as well as abstracts of seminar results and ideas are put together in this paper. The first section describes the seminar topics and goals in general. Links to extended abstracts or full papers are provided, if available

Automated Negotiation Among Web Services

Software as a service is well accepted software deployment and distribution model that is grown exponentially in the last few years. One of the biggest benefits of SaaS is the automated composition of these services in a composite system. It allows users to automatically find and bind these services, as to maximize the productivity of their composed systems, meeting both functional and non-functional requirements. In this paper we present a framework for modeling the dependency relationship of different Quality of Service parameters of a component service. Our proposed approach considers the different invocation patterns of component services in the system and models the dependency relationship for optimum values of these QoS parameters. We present a service composition framework that models the dependency relations ship among component services and uses the global QoS for service selection

On the Investigation of Social Network Analysis for E-Commerce Transaction in South-West Region of Nigeria

An investigative survey of the application of Social Network Analysis on e-commerce is presented and methods to improve e-commerce activity in this region is reported. The research reviewed relevant papers by survey based on the existing research work in the field of e-commerce, using social network analysis. This research presents an investigation on the application of social network analysis on e-commerce, with a case study of the user’s perception in the South West Region of Nigeria. An investigation that was carried out revealed the different research works of others and the research was built upon by the metric presented. This approach was applied to influence the importance of Social Network Analysis in e-commerce. The data collected and the methods used by researcher proved the usefulness of the measures used in Social Network Analysis of e-Commerce. This research shows that the importance and potential of Social Network Analysis on e-commerce, is particularly, based on how Social Network Analysis has been used to improve e-commerce recommender systems which can give users a better shopping experience in Nigeria. Using Social Network Analysis for E-commerce in South west Nigeria to improve e- commerce activities

Modeling Recommender Ecosystems: Research Challenges at the Intersection of Mechanism Design, Reinforcement Learning and Generative Models

Modern recommender systems lie at the heart of complex ecosystems that couple the behavior of users, content providers, advertisers, and other actors. Despite this, the focus of the majority of recommender research -- and most practical recommenders of any import -- is on the local, myopic optimization of the recommendations made to individual users. This comes at a significant cost to the long-term utility that recommenders could generate for its users. We argue that explicitly modeling the incentives and behaviors of all actors in the system -- and the interactions among them induced by the recommender's policy -- is strictly necessary if one is to maximize the value the system brings to these actors and improve overall ecosystem "health". Doing so requires: optimization over long horizons using techniques such as reinforcement learning; making inevitable tradeoffs in the utility that can be generated for different actors using the methods of social choice; reducing information asymmetry, while accounting for incentives and strategic behavior, using the tools of mechanism design; better modeling of both user and item-provider behaviors by incorporating notions from behavioral economics and psychology; and exploiting recent advances in generative and foundation models to make these mechanisms interpretable and actionable. We propose a conceptual framework that encompasses these elements, and articulate a number of research challenges that emerge at the intersection of these different disciplines

An agent-based consumer recommendation mechanism

[[abstract]]The rapid development of Internet technologies is promoting e-commerce. Mobile agents are mobile, personalized, autonomous, and adaptive. These qualities make them useful for information-rich and communication-rich environments such as e-commerce. Online shopping market commerce sites have two main drawbacks: 1. Because of the different product data format in the database and representation, it is difficult to exchange information between two online markets. 2.Consumers must search and filter product information by browsing a lot of shopping sites and compare product prices by themselves. 3. It's hard to accumulate consumer loyalty. Therefore, the aim is to extend the e-commerce platform developed by our agent-based e-commerce research group and build an agent-bated consumer recommendation mechanism. On behalf of consumers, agents can trade on the e-commerce platform, record consumer preference and produce appropriate product recommendation information according to the consumer's preference.[[notice]]補正完畢[[conferencetype]]國際[[conferencedate]]20040329~20040331[[booktype]]紙本[[iscallforpapers]]Y[[conferencelocation]]Fukuoka, Japa

Designing smart markets

Electronic markets have been a core topic of information systems (IS) research for last three decades. We focus on a more recent phenomenon: smart markets. This phenomenon is starting to draw considerable interdisciplinary attention from the researchers in computer science, operations research, and economics communities. The objective of this commentary is to identify and outline fruitful research areas where IS researchers can provide valuable contributions. The idea of smart markets revolves around using theoretically supported computational tools to both understand the characteristics of complex trading environments and multiechelon markets and help human decision makers make real-time decisions in these complex environments. We outline the research opportunities for complex trading environments primarily from the perspective o