Privacy-Preserving Global Customization

Abstract

ABSTRACT We present an architecture for global customization of web content, by w h i c h a w eb site can customize content for each visitor based on the activities undertaken by the same user on other, unrelated sites. Our architecture distinguishes itself in the privacy mechanisms it provides: each u s e r c o n trols what information a merchant can learn about her activities at other merchants, and each merchant controls to what other merchants the information it contributes is revealed. To a c hieve t h i s w e i n troduce novel data protection mechanisms for merchants and users. We further describe aspects of a prototype implementation of our architecture