TY - GEN
T1 - Online Behavioral Advertising (OBA) with privacy protection
AU - Vuppalapati, Nihar
AU - Park, Joon S.
N1 - Publisher Copyright:
© 2014 Infonomics Society.
PY - 2014/1/30
Y1 - 2014/1/30
N2 - The introduction of Online Behavioral Advertising (OBA) to the world of Internet advertising has considerably increased the revenues of advertising companies. Prospectively, it is being considered as an approach that will be used for a long-term strategy by the industry. Therefore, the privacy protection of consumers should be one of the core building blocks for the framework that is employed in the process of collecting and aggregating the information regarding the users. However, this is not the case in the current OBA environment and hence concerns are being raised surrounding this issue. In this paper we propose a generic, secure OBA framework that can be applied to the industry, promoting the online market under the criteria of preserving the privacy of the users.
AB - The introduction of Online Behavioral Advertising (OBA) to the world of Internet advertising has considerably increased the revenues of advertising companies. Prospectively, it is being considered as an approach that will be used for a long-term strategy by the industry. Therefore, the privacy protection of consumers should be one of the core building blocks for the framework that is employed in the process of collecting and aggregating the information regarding the users. However, this is not the case in the current OBA environment and hence concerns are being raised surrounding this issue. In this paper we propose a generic, secure OBA framework that can be applied to the industry, promoting the online market under the criteria of preserving the privacy of the users.
KW - Information Security
KW - OBA
KW - Online Behavioral Advertising
KW - Privacy Protection
KW - Targeted Ad
UR - http://www.scopus.com/inward/record.url?scp=84949928347&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84949928347&partnerID=8YFLogxK
U2 - 10.1109/WorldCIS.2014.7028168
DO - 10.1109/WorldCIS.2014.7028168
M3 - Conference contribution
AN - SCOPUS:84949928347
T3 - 2014 World Congress on Internet Security, WorldCIS 2014
SP - 60
EP - 65
BT - 2014 World Congress on Internet Security, WorldCIS 2014
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 2014 World Congress on Internet Security, WorldCIS 2014
Y2 - 8 December 2014 through 10 December 2014
ER -