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Published byMarsha Linda Marshall Modified over 8 years ago
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Targeted Advertising… and Privacy Too Ari Juels RSA Laboratories Buy me!
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Targeted advertising: One View Anti- dandruff Buy me! Anti-wrinkle Cream Buy me too!
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An example Special Report: October 5th is America's October 5th is America's most popular birthday.
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Anybirthday.com targeted gift recommendations Hiking/sports book Anti-aging cream
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Targeted advertising: The benign view Advertiser Consumer What shall I read next? Anna Karenina Red Chamber Wild Things Bleak House Here are some novels you might enjoy
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The other view: Consumer privacy Consumer Browser cookies
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Our Goal Advertiser Consumer + Privacy Efficiency
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Private Profile Physical characteristics: Age: 30 Weight: 120 Height: 5’ 4” …. Hobbies: Butterfly collecting Tai Chi Archery Favorite foods: Chocolate Sushi Broccoli Financial (from Quicken): $110,000 / year income House worth $300,000 $20,000 butterfly collection Web sites recently visited (from browser): aclu.org yahoo.com anybirthday.com
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Negotiant Advertiser Profile Ad request
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Negotiant Advertiser if annual income > $100,000 if likes funny clothes or CEO output “golf ad” else if female output “spa ad” else output “cigar ad” else output “Walmart ad” Alice “spa ad”
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Private Information Retrieval (PIR) Alice’s computer Negotiant “spa ad” Ads Advertiser’s server Spa ad Problem: Expensive!
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Scheme 1: Naïve PIR Alice’s computer Negotiant “spa ad” Ads Advertiser’s server Ads Spa ad Problems: Inefficient; no idea what ads were distributed
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Scheme 2: Direct request Alice’s computer Negotiant “spa ad” Ads Advertiser’s server “spa ad” please Spa ad
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Basic tool: Mix network plaintext 1 plaintext 2 plaintext 3 plaintext 4 Randomly permutes and encrypts inputs Mix network
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Opposite direction Randomly permutes and decrypts inputs Mix network plaintext 1 plaintext 2 plaintext 3 plaintext 4
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Scheme 3: Semi-private PIR Alice’s computer Ads Advertiser’s server Bob’s computer Carol’s computer Darius’s computer Mix network “Walmart ad” “golf ad” “spa ad” “golf ad” “Walmart ad”
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Scheme 3: Semi-private PIR Alice’s computer Ads Advertiser’s server Bob’s computer Carol’s computer Darius’s computer Mix network Walmart ad golf ad spa ad Spa ad spa ad golf ad Walmart ad
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Scheme 3: A little more detail Alice, ad request name, “spa ad”
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name, “spa ad” Scheme 3: A little more detail name Spa ad, Alice, ad
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Remarks u We assume advertiser may collude with some mix servers (if not, one-server mix will do) u Ads are long, so we need a hybrid mix network –New constructions: OA00,JJ01 u Other tools –Quorum controlled threshold proxy re- encryption u Aggregation and mixing can be offline
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Malicious negotiant Negotiant Advertiser Profile “ad $110,000” please ad number = annual income
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Spotting Malicious Negotiants u Open source negotiants u “Sandbox” approach u Third-party validation
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Scheme 4: Threshold PIR u Full set of ads mixed u Full privacy u Plaintext Equality Testing (PET) primitive needed u High cost (still better than PIR)
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What are the (hoped for) benefits? u More consumer trust –Higher “opt in” rate –Truth in (requested) advertising u Complementary with P3P u Mobility possible through encrypted profile on server
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Questions?
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