A Secure and Privacy-Preserving Targeted Ad-System

Thanks to its low product-promotion cost and its efficiency, targeted online advertising has become very popular. Unfortunately, being profile-based, online advertising methods violate consumers' privacy, which has engendered resistance to the ads. However, protecting privacy through anonymity seems to encourage click-fraud. In this paper, we define consumer's privacy and present a privacypreserving, targeted ad system (PPOAd) which is resistant towards click fraud. Our scheme is structured to provide financial incentives to to all entities involved.

• Type: Conference
• Year: 2010
• Where: FC
• Authors: Elli Androulaki, Steven M. Bellovin
• Keywords: Advertising, Cryptology, FC 2010, Low Product-promotion Cost, Privacy