Online advertising: Analysis of privacy threats and protection approaches
Online advertising: Analysis of privacy threats and protection approaches
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DOI：
10.1016/j.comcom.2016.12.016
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发表时间：
2017-03
期刊：
影响因子：
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通讯作者：
José Estrada-Jiménez;Javier Parra-Arnau;Ana Rodríguez-Hoyos;J. Forné
中科院分区：
文献类型：
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作者：
José Estrada-Jiménez;Javier Parra-Arnau;Ana Rodríguez-Hoyos;J. Forné
在线广告是网络上“免费”内容的支柱，近年来为广告商创造了无数接触潜在客户的新机会，从而彻底改变了营销业务。当前的广告模式建立在由各种中介实体和技术组成的复杂基础设施之上，其主要目的是提供个性化广告。为此，大量用户数据以前所未有的速度在幕后收集、汇总、处理和交易。尽管在线广告有巨大的价值，但是，这些做法的侵入性和普遍性引发了严重的隐私问题。本文调查了在线广告基础设施及其支持技术，并全面概述了潜在的隐私风险以及可能减轻这些风险的解决方案。我们首先分析了威胁和潜在的隐私攻击者在这种情况下的在线广告。特别是，我们研究了广告基础设施的主要组成部分，包括跟踪功能、数据收集、聚合水平和隐私风险，并概述了这些组成部分所采用的跟踪和数据共享技术。然后，我们进行了一个全面的调查，最相关的隐私机制，并分类和比较他们的隐私保障和对Web的影响的基础上。
Online advertising, the pillar of the “free” content on the Web, has revolutionized the marketing business in recent years by creating a myriad of new opportunities for advertisers to reach potential customers. The current advertising model builds upon an intricate infrastructure composed of a variety of intermediary entities and technologies whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, processed and traded behind the scenes at an unprecedented rate. Despite the enormous value of online advertising, however, the intrusiveness and ubiquity of these practices prompt serious privacy concerns. This article surveys the online advertising infrastructure and its supporting technologies, and presents a thorough overview of the underlying privacy risks and the solutions that may mitigate them. We first analyze the threats and potential privacy attackers in this scenario of online advertising. In particular, we examine the main components of the advertising infrastructure in terms of tracking capabilities, data collection, aggregation level and privacy risk, and overview the tracking and data-sharing technologies employed by these components. Then, we conduct a comprehensive survey of the most relevant privacy mechanisms, and classify and compare them on the basis of their privacy guarantees and impact on the Web.