MyAdChoices
MyAdChoices
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我的广告选择
DOI：
--
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发表时间：
2016
影响因子：
3.5
通讯作者：
C. Castelluccia
中科院分区：
文献类型：
--
作者：
Javier Parra;J. Achara;C. Castelluccia
在过去几年中，在线广告的侵入性和日益增加的侵入性引起了对用户隐私和网络可用性的严重担忧。作为对这些担忧的回应，我们目睹了无数广告拦截和反跟踪工具的出现，其目的是将广告的控制权交还给用户。然而，这些技术的问题在于它们的方法极其有限且激进：用户只能选择阻止或允许所有广告。由于大约有 2 亿人经常使用这些工具，网络的经济模式（用户免费获得内容以换取允许广告商向他们展示广告）正面临严重危险。在本文中，我们提出了一种智能网络技术，旨在提高在线广告的透明度，以便用户能够就广告拦截做出明智且公平的决定。所提出的技术作为网络浏览器扩展实现，使用户能够对广告进行细粒度的控制，从而在隐私和浏览体验方面为他们提供一定的保证，同时保留互联网经济模型。真实环境中的实验结果证明了我们的方法的适用性和可行性，并提供了来自真实用户浏览配置文件的行为定位的初步发现。
The intrusiveness and the increasing invasiveness of online advertising have, in the last few years, raised serious concerns regarding user privacy and Web usability. As a reaction to these concerns, we have witnessed the emergence of a myriad of ad-blocking and antitracking tools, whose aim is to return control to users over advertising. The problem with these technologies, however, is that they are extremely limited and radical in their approach: users can only choose either to block or allow all ads. With around 200 million people regularly using these tools, the economic model of the Web—in which users get content free in return for allowing advertisers to show them ads—is at serious peril. In this article, we propose a smart Web technology that aims at bringing transparency to online advertising, so that users can make an informed and equitable decision regarding ad blocking. The proposed technology is implemented as a Web-browser extension and enables users to exert fine-grained control over advertising, thus providing them with certain guarantees in terms of privacy and browsing experience, while preserving the Internet economic model. Experimental results in a real environment demonstrate the suitability and feasibility of our approach, and provide preliminary findings on behavioral targeting from real user browsing profiles.