Pervasive Advertising pp 119-137

Part of the Human-Computer Interaction Series book series (HCIS) | Cite as

Targeted Advertising on the Handset: Privacy and Security Challenges

  • Hamed Haddadi
  • Pan Hui
  • Tristan Henderson
  • Ian Brown
Chapter

Abstract

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. 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.

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Copyright information

© Springer-Verlag London Limited 2011

Authors and Affiliations

  • Hamed Haddadi
    • 1
  • Pan Hui
    • 2
  • Tristan Henderson
    • 3
  • Ian Brown
    • 4
  1. 1.Queen Mary, University of LondonLondonUK
  2. 2.Deutsche Telekom LaboratoriesDarmstadtGermany
  3. 3.University of St AndrewsSt AndrewsUK
  4. 4.Oxford Internet InstituteOxfordUK

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