Targeted Advertising on the Handset: Privacy and Security Challenges [chapter]

Hamed Haddadi, Pan Hui, Tristan Henderson, Ian Brown
2011 Pervasive Advertising  
Online advertising is currently a rich source of revenue for many Internet giants. With the ever-increasing number of smart phones, there is a fertile market for personalised and localised advertising. A key benefit of using mobile phones is to take advantage of the significant amount of information on phones -such as locations of interest to the user -in order to provide personalised advertisements. Preservation of user privacy, however, is essential for successful deployment of such a system.
more » ... In this chapter we provide an overview of existing advertising systems and privacy concerns on mobile phones, in addition to a system, MobiAd, which includes protocols for scalable local advertisement download and privacy-aware click report dissemination. In the final section of this chapter we describe some of the security mechanisms used in detecting click-through fraud, and techniques that can be used to ensure that the extra privacy protections of MobiAd are not abused to defraud advertisers.
doi:10.1007/978-0-85729-352-7_6 dblp:series/hci/HaddadiHHB11 fatcat:65pjhgm2gjgpfnqhs2aquzedqu