Online Behavioral Advertising (OBA) with privacy protection

Nihar Vuppalapati; Joon S. Park

doi:10.1109/WorldCIS.2014.7028168

Online Behavioral Advertising (OBA) with privacy protection

Nihar Vuppalapati, Joon S. Park

School of Information Studies

Research output: Chapter in Book/Entry/Poem › Conference contribution

Abstract

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 language	English (US)
Title of host publication	2014 World Congress on Internet Security, WorldCIS 2014
Publisher	Institute of Electrical and Electronics Engineers Inc.
Pages	60-65
Number of pages	6
ISBN (Print)	9781908320421
DOIs	https://doi.org/10.1109/WorldCIS.2014.7028168
State	Published - Jan 30 2014
Event	2014 World Congress on Internet Security, WorldCIS 2014 - London, United Kingdom Duration: Dec 8 2014 → Dec 10 2014

Other

Other	2014 World Congress on Internet Security, WorldCIS 2014
Country/Territory	United Kingdom
City	London
Period	12/8/14 → 12/10/14

Keywords

Information Security
OBA
Online Behavioral Advertising
Privacy Protection
Targeted Ad

ASJC Scopus subject areas

Computer Networks and Communications
Software

Access to Document

10.1109/WorldCIS.2014.7028168

Cite this

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title = "Online Behavioral Advertising (OBA) with privacy protection",

abstract = "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.",

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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.

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KW - OBA

KW - Online Behavioral Advertising

KW - Privacy Protection

KW - Targeted Ad

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Online Behavioral Advertising (OBA) with privacy protection

Abstract

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Keywords

ASJC Scopus subject areas

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