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

What Are We Doing with the Website: Transition, Templates, and User Experience in One Special Collections Library

[Excerpt] At the Eberly Family Special Collections Library (SCL), we have found that our website is often the first place a researcher will look to learn about our repository. Our online web presence is a business card, our chance to make a positive first impression. While our library, among others, has devoted time and resources to the development of new access tools and discovery layers, we have learned that our online presence also needs updates, revisions, and improvements. New tools and access points are valuable, but we can also improve existing tools even as we look forward to new developments in access and discovery. Through conscious efforts to include end users’ feedback in our website design decisions, we create more effective online tools. Our website is a crucial component of our efforts to direct users to our collections, and to publicize our services and programs. In this same vein, our end users can contribute to this design partnership through dedicated user experience testing. The SCL experimented with collaborative decision-making with its website committee, as well as with user experience testing in order to support our requests for additional web development work from the Libraries’ Information Technology department (I-Tech). Through this process, our library gained a more holistic understanding of the needs of online special collections and archives users; we also learned how to communicate more effectively between the department who worked with end users (SCL) and the department performing the actual web development work (I-Tech). While development work was limited to working within the mandatory web template, our user experience testing and the efforts of our internal website committee resulted in a better online experience for our stakeholders, based on the feedback we received from usability testing. Although our website is always a work in progress, we feel that we were able to develop practical ways to adjust to a website migration within in a dispersed and hierarchical information technology environment