Paper Info
Title
Privacy-preserving targeted mobile advertising: requirements, design and a prototype implementation.
Abstract
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 prominent. In this paper, we discuss the necessary balance that needs to be struck between privacy and utility in this emerging area and propose 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 privacy-preserving targeted mobile advertising 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. Copyright © 2016 John Wiley & Sons, Ltd.
Year
DOI
Venue
2016
10.1002/spe.2403
Softw., Pract. Exper.
Keywords
Field
DocType
targeted advertising,privacy,mobile devices,Android
Internet privacy,Android (operating system),Computer science,Targeted advertising,Mobile device,Mobile advertising
Journal
Volume
Issue
ISSN
46
12
0038-0644
Citations 
PageRank 
References 
5
0.44
18
Authors
2
Name
Order
Citations
PageRank
Yang Liu186.60
Andrew Simpson228249.37