Abstract
Online Behavioural Advertising (OBA), the practice of showing advertisements based on a person’s web browsing behaviour, has become a vital component of the ad-supported web. The tracking of users’ browsing behaviour that is needed for OBA, however, raises privacy concerns. We give an overview of the OBA landscape, and describe which user information is collected, which techniques are used to perform the collection, and how user information is shared between companies. Moreover, we discuss the privacy concerns that are raised by current OBA practices. After identifying privacy concerns, we describe a range of existing techniques to protect user privacy in online advertising. These techniques are compared based on their feasibility in the current advertising ecosystem, including the potential utility they offer advertising companies and how well they can be integrated with current trends in online behavioural advertising. Finally, we identify open problems in the protection of user privacy in online advertising.
| Original language | English |
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| Title of host publication | Proceedings of the 2017 Symposium on Information Theory and Signal Processing in the Benelux |
| Editors | Richard Heusdens, Jos H. Weber |
| Pages | 89-96 |
| Number of pages | 8 |
| ISBN (Electronic) | 978-94-6186-811-4 |
| Publication status | Published - 2017 |
| Event | 2017 Symposium on Information Theory and Signal Processing in the Benelux: WIC/SP 2017 - Tu Delft Science Centre, Delft, Netherlands Duration: 11 May 2017 → 12 Dec 2017 Conference number: 38 http://cas.tudelft.nl/sitb2017/ |
Conference
| Conference | 2017 Symposium on Information Theory and Signal Processing in the Benelux |
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| Country/Territory | Netherlands |
| City | Delft |
| Period | 11/05/17 → 12/12/17 |
| Internet address |