On the regulation of personal data distribution in online advertising platforms
Online tracking is the key enabling technology of modern online advertising. In the recently established model of real-time bidding (RTB), the web pages tracked by ad platforms are shared with advertising agencies (also called DSPs), which, in an auction-based system, may bid for user ad impressions...
| Autores: | , , , |
|---|---|
| Tipo de recurso: | artículo |
| Fecha de publicación: | 2019 |
| País: | España |
| Institución: | Universitat Politècnica de Catalunya (UPC) |
| Repositorio: | UPCommons. Portal del coneixement obert de la UPC |
| Idioma: | inglés |
| OAI Identifier: | oai:upcommons.upc.edu:2117/133737 |
| Acceso en línea: | https://hdl.handle.net/2117/133737 https://dx.doi.org/10.1016/j.engappai.2019.03.013 |
| Access Level: | acceso abierto |
| Palabra clave: | Artificial intelligence Online advertising Information privacy Revenue-invitation rate trade-off Intel·ligència artificial Àrees temàtiques de la UPC::Informàtica::Intel·ligència artificial::Aprenentatge automàtic |
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On the regulation of personal data distribution in online advertising platformsEstrada Jiménez, José AntonioParra Arnau, Javier|||0000-0002-1772-1088Rodríguez Hoyos, Ana FernandaForné Muñoz, Jorge|||0000-0002-8401-3292Artificial intelligenceOnline advertisingInformation privacyRevenue-invitation rate trade-offIntel·ligència artificialÀrees temàtiques de la UPC::Informàtica::Intel·ligència artificial::Aprenentatge automàticOnline tracking is the key enabling technology of modern online advertising. In the recently established model of real-time bidding (RTB), the web pages tracked by ad platforms are shared with advertising agencies (also called DSPs), which, in an auction-based system, may bid for user ad impressions. Since tracking data are no longer confined to ad platforms, RTB poses serious risks to privacy, especially with regard to user profiling, a practice that can be conducted at a very low cost by any DSP or related agency, as we reveal here. In this work, we illustrate these privacy risks by examining a data set with the real ad-auctions of a DSP, and show that for at least 55% of the users tracked by this agency, it paid nothing for their browsing data. To mitigate this abuse, we propose a system that regulates the distribution of bid requests (containing user tracking data) to potentially interested bidders, depending on their previous behavior. In our approach, an ad platform restricts the sharing of tracking data by limiting the number of DSPs participating in each auction, thereby leaving unchanged the current RTB architecture and protocols. However, doing so may have an evident impact on the ad platform’s revenue. The proposed system is designed accordingly, to ensure the revenue is maximized while the abuse by DSPs is prevented to a large degree. Experimental results seem to suggest that our system is able to correct misbehaving DSPs, and consequently enhance user privacy.Peer ReviewedElsevier20192019-03-0120192019-05-30journal articlehttp://purl.org/coar/resource_type/c_6501AMhttp://purl.org/coar/version/c_ab4af688f83e57aainfo:eu-repo/semantics/articleapplication/pdfapplication/pdfapplication/pdfhttps://hdl.handle.net/2117/133737https://dx.doi.org/10.1016/j.engappai.2019.03.013reponame:UPCommons. Portal del coneixement obert de la UPCinstname:Universitat Politècnica de Catalunya (UPC)InglésengMinisterio de Economía y Competitividad http://doi.org/10.13039/501100003329 TEC2014-54335-C4-1-R MONITORIZACION DE INCIDENTES EN COMUNIDADES INTELIGENTESEuropean Commission http://doi.org/10.13039/100010661 Horizon 2020 Framework Programme 644024 A FRAMEWORK FOR USER CENTRED PRIVACY AND SECURITY IN THE CLOUDopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivs 3.0 Spainhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/info:eu-repo/semantics/openAccessoai:upcommons.upc.edu:2117/1337372026-05-27T15:37:01Z |
| dc.title.none.fl_str_mv |
On the regulation of personal data distribution in online advertising platforms |
| title |
On the regulation of personal data distribution in online advertising platforms |
| spellingShingle |
On the regulation of personal data distribution in online advertising platforms Estrada Jiménez, José Antonio Artificial intelligence Online advertising Information privacy Revenue-invitation rate trade-off Intel·ligència artificial Àrees temàtiques de la UPC::Informàtica::Intel·ligència artificial::Aprenentatge automàtic |
| title_short |
On the regulation of personal data distribution in online advertising platforms |
| title_full |
On the regulation of personal data distribution in online advertising platforms |
| title_fullStr |
On the regulation of personal data distribution in online advertising platforms |
| title_full_unstemmed |
On the regulation of personal data distribution in online advertising platforms |
| title_sort |
On the regulation of personal data distribution in online advertising platforms |
| dc.creator.none.fl_str_mv |
Estrada Jiménez, José Antonio Parra Arnau, Javier|||0000-0002-1772-1088 Rodríguez Hoyos, Ana Fernanda Forné Muñoz, Jorge|||0000-0002-8401-3292 |
| author |
Estrada Jiménez, José Antonio |
| author_facet |
Estrada Jiménez, José Antonio Parra Arnau, Javier|||0000-0002-1772-1088 Rodríguez Hoyos, Ana Fernanda Forné Muñoz, Jorge|||0000-0002-8401-3292 |
| author_role |
author |
| author2 |
Parra Arnau, Javier|||0000-0002-1772-1088 Rodríguez Hoyos, Ana Fernanda Forné Muñoz, Jorge|||0000-0002-8401-3292 |
| author2_role |
author author author |
| dc.subject.none.fl_str_mv |
Artificial intelligence Online advertising Information privacy Revenue-invitation rate trade-off Intel·ligència artificial Àrees temàtiques de la UPC::Informàtica::Intel·ligència artificial::Aprenentatge automàtic |
| topic |
Artificial intelligence Online advertising Information privacy Revenue-invitation rate trade-off Intel·ligència artificial Àrees temàtiques de la UPC::Informàtica::Intel·ligència artificial::Aprenentatge automàtic |
| description |
Online tracking is the key enabling technology of modern online advertising. In the recently established model of real-time bidding (RTB), the web pages tracked by ad platforms are shared with advertising agencies (also called DSPs), which, in an auction-based system, may bid for user ad impressions. Since tracking data are no longer confined to ad platforms, RTB poses serious risks to privacy, especially with regard to user profiling, a practice that can be conducted at a very low cost by any DSP or related agency, as we reveal here. In this work, we illustrate these privacy risks by examining a data set with the real ad-auctions of a DSP, and show that for at least 55% of the users tracked by this agency, it paid nothing for their browsing data. To mitigate this abuse, we propose a system that regulates the distribution of bid requests (containing user tracking data) to potentially interested bidders, depending on their previous behavior. In our approach, an ad platform restricts the sharing of tracking data by limiting the number of DSPs participating in each auction, thereby leaving unchanged the current RTB architecture and protocols. However, doing so may have an evident impact on the ad platform’s revenue. The proposed system is designed accordingly, to ensure the revenue is maximized while the abuse by DSPs is prevented to a large degree. Experimental results seem to suggest that our system is able to correct misbehaving DSPs, and consequently enhance user privacy. |
| publishDate |
2019 |
| dc.date.none.fl_str_mv |
2019 2019-03-01 2019 2019-05-30 |
| dc.type.none.fl_str_mv |
journal article http://purl.org/coar/resource_type/c_6501 AM http://purl.org/coar/version/c_ab4af688f83e57aa |
| dc.type.openaire.fl_str_mv |
info:eu-repo/semantics/article |
| format |
article |
| dc.identifier.none.fl_str_mv |
https://hdl.handle.net/2117/133737 https://dx.doi.org/10.1016/j.engappai.2019.03.013 |
| url |
https://hdl.handle.net/2117/133737 https://dx.doi.org/10.1016/j.engappai.2019.03.013 |
| dc.language.none.fl_str_mv |
Inglés eng |
| language_invalid_str_mv |
Inglés |
| language |
eng |
| dc.relation.none.fl_str_mv |
Ministerio de Economía y Competitividad http://doi.org/10.13039/501100003329 TEC2014-54335-C4-1-R MONITORIZACION DE INCIDENTES EN COMUNIDADES INTELIGENTES European Commission http://doi.org/10.13039/100010661 Horizon 2020 Framework Programme 644024 A FRAMEWORK FOR USER CENTRED PRIVACY AND SECURITY IN THE CLOUD |
| dc.rights.none.fl_str_mv |
open access http://purl.org/coar/access_right/c_abf2 Attribution-NonCommercial-NoDerivs 3.0 Spain http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
| dc.rights.openaire.fl_str_mv |
info:eu-repo/semantics/openAccess |
| rights_invalid_str_mv |
open access http://purl.org/coar/access_right/c_abf2 Attribution-NonCommercial-NoDerivs 3.0 Spain http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
| eu_rights_str_mv |
openAccess |
| dc.format.none.fl_str_mv |
application/pdf application/pdf application/pdf |
| dc.publisher.none.fl_str_mv |
Elsevier |
| publisher.none.fl_str_mv |
Elsevier |
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reponame:UPCommons. Portal del coneixement obert de la UPC instname:Universitat Politècnica de Catalunya (UPC) |
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Universitat Politècnica de Catalunya (UPC) |
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UPCommons. Portal del coneixement obert de la UPC |
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UPCommons. Portal del coneixement obert de la UPC |
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