Ibex: Privacy-preserving Ad Conversion Tracking and Bidding
Ibex: Privacy-preserving Ad Conversion Tracking and Bidding
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DOI：
10.1145/3548606.3560651
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发表时间：
2022-11
期刊：
影响因子：
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通讯作者：
Ke Zhong;Yiping Ma;Sebastian Angel
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文献类型：
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作者：
Ke Zhong;Yiping Ma;Sebastian Angel
本文介绍了Ibex，这是一个广告系统，它减少了收集用户的数据量，同时仍然允许广告商在实时广告拍卖中竞标，并衡量其广告活动的有效性。具体来说，Ibex在最近的提案中解决了一个问题，比如b谷歌的隐私沙盒主题API，其中浏览器将用户感兴趣的主题信息发送给广告商和需求方平台（dsp）。dsp使用这些信息来(1)决定为对特定主题感兴趣的用户在拍卖中出价多少，以及(2)衡量他们的广告活动对给定受众的效果如何（即衡量转化率）。虽然Topics和相关提案减少了暴露的用户信息的数量，但它们仍然显示了用户偏好。在Ibex中，浏览器以加密形式发送用户信息，这仍然允许dsp和广告商衡量转化率，计算用户及其兴趣的直方图等汇总统计数据，并在不知道自己在为谁竞标的情况下盲目地竞标。我们对Ibex的实现表明，对于浏览器来说，创建直方图的成本是披露用户信息的1 -2.5倍，Ibex的遗忘竞价协议可以在550毫秒内完成拍卖。我们认为这使得Ibex能够在改善用户隐私的同时保持良好的体验。
This paper introduces Ibex, an advertising system that reduces the amount of data that is collected on users while still allowing advertisers to bid on real-time ad auctions and measure the effectiveness of their ad campaigns. Specifically, Ibex addresses an issue in recent proposals such as Google's Privacy Sandbox Topics API in which browsers send information about topics that are of interest to a user to advertisers and demand-side platforms (DSPs). DSPs use this information to (1) determine how much to bid on the auction for a user who is interested in particular topics, and (2) measure how well their ad campaign does for a given audience (i.e., measure conversions). While Topics and related proposals reduce the amount of user information that is exposed, they still reveal user preferences. In Ibex, browsers send user information in an encrypted form that still allows DSPs and advertisers to measure conversions, compute aggregate statistics such as histograms about users and their interests, and obliviously bid on auctions without learning for whom they are bidding. Our implementation of Ibex shows that creating histograms is 1.-2.5× more expensive for browsers than disclosing user information, and Ibex's oblivious bidding protocol can finish auctions within 550 ms. We think this makes Ibex capable of preserving a good experience while improving user privacy.