Privacy-preserving targeted mobile advertising: requirements, design and a prototype implementation

Yang Liu, Andrew Simpson
2016 Software, Practice & Experience  
With the continued proliferation of mobile devices, the collection of information associated with such devices and their users -such as location, installed applications and cookies associated with built-in browsers -has become increasingly straightforward. By analysing such information, organisations are often able to deliver more relevant and better focused advertisements. Of course, such targeted mobile advertising gives rise to a number of concerns, with privacy-related concerns being
more » ... nt. In this paper, we discuss the necessary balance that needs to be struck between privacy and utility in this emerging area and propose PPTMA (Privacy-Preserving Targeted Mobile Advertising) as a solution that tries to achieve that balance. Our aim is to develop a solution that can be deployed by users, but is also palatable to businesses that operate in this space. This paper focuses on the requirements and design of PPTMA, and also describes an initial prototype. We also discuss how more detailed technical aspects and a complete evaluation will underpin our future work in this area. Prepared using speauth.cls [Version: 2010/05/13 v3.00] 2.1. A Privacy Paradox: online users' attitudes and behaviour Many authors, including Awad and Krishnan [7], Barnes [8], Norbert et al. [9], and Utz and Krämer [10] , have given consideration to the term privacy paradox, which recognises the inconsistency between people's reported attitudes and their observed behaviour when interacting with online services. As social exchange theory [11] explains, if the exchange is perceived to be beneficial, then the individual is likely to enter into an exchange relationship. With regard to TMA, users exchange the benefits of useful mobile online ads with their privacy. Sometimes consumers' unwillingness to pay for privacy can be rationalised with relatively small rewards. For example, a field experiment [12] involving two stores showed that participants are willing to provide personal information such as their monthly income and date of birth for only a 1 euro discount. Surprisingly, and inconsistent with their behaviour, about 82% of the participants reported a decreased willingness to provide their income information. In fact, participants predominantly chose to shop in the store with the lower price but the requirement for more sensitive data. Moreover, the experiment also shows that even though prices, shopping time and delivery time were equal at both stores, the store that captured less personal information failed to attract more customers. The great protections claimed by privacy notices also contribute to users' relatively lax privacy attitudes, in which case privacy violations can be caused by users' over reliance on privacy notices. Martin [13] suggests that users have been found to assume the protections offered by privacy notices
doi:10.1002/spe.2403 fatcat:vhaevnwsabh33fraq5cst34dwa