PrAd: Enabling Privacy-Aware Location based Advertising

Smart phones and mobile devices have become more and more ubiquitous recently. This ubiquity gives chance for mobile advertising, especially location-based advertising, to develop into a very promising market. In many locationbased advertising services, it is implied that service providers would obtain actual locations of users in order to serve relevant advertisements which are near users’ current locations. However, this practice has raised a significant privacy concern as various private information of an user can be inferred based on her locations and trajectories. In this work, we propose PrAd, a location-based advertising model that appreciates users’ location privacy; i.e. it never reveals their locations to any untrusted party. Our solution is conceptualized based on several state-of-the-art privacy preserving techniques such as data obfuscation, space encoding and private information retrieval (PIR). We especially introduce algorithmic modification to existing hardware-...

• Type: Journal
• Year: 2016
• Where: IACR
• Authors: Hung Dang, Ee-Chien Chang
• Keywords: Biometrics, IACR 2016