Online Behavioral Advertising (OBA) with privacy protection

Nihar Vuppalapati, Joon S. Park

Research output: Chapter in Book/Entry/PoemConference contribution


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.

Original languageEnglish (US)
Title of host publication2014 World Congress on Internet Security, WorldCIS 2014
PublisherInstitute of Electrical and Electronics Engineers Inc.
Number of pages6
ISBN (Electronic)9781908320421
StatePublished - Jan 30 2014
Event2014 World Congress on Internet Security, WorldCIS 2014 - London, United Kingdom
Duration: Dec 8 2014Dec 10 2014

Publication series

Name2014 World Congress on Internet Security, WorldCIS 2014


Other2014 World Congress on Internet Security, WorldCIS 2014
Country/TerritoryUnited Kingdom


  • Information Security
  • OBA
  • Online Behavioral Advertising
  • Privacy Protection
  • Targeted Ad

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Software


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