ADNOSTIC Privacy Preserving targeted advertising.

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Presented By:. Humam. . Nameer. 1. CASE STUDY. Just over three years old, . Clash of Clans.  rakes in more than $. 5M.  each day and consistently charts in the top three grossing . apps. .  It’s the app that new game developers look to for . ID: 755374 Download Presentation

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ADNOSTIC Privacy Preserving targeted advertising.




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Presentations text content in ADNOSTIC Privacy Preserving targeted advertising.

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ADNOSTIC

Privacy Preserving targeted advertising.

Presented By:Humam Nameer

1

Slide2

CASE STUDY

Just over three years old, 

Clash of Clans

 rakes in more than $

5M

 each day and consistently charts in the top three grossing

apps.  It’s the app that new game developers look to for inspiration.Clash did begin investing quite heavily in paid media (some speculate as much as $1M per day).

Adnostic: Privacy Preserving Targeted Audience

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Adnostic

: Privacy Preserving Targeted Audience

Table of Contents

Brief Overview of online behavioral advertising

Problem Statement

Goal of

ResearchAdnostic ArchitectureImplementation

EvaluationIncentives Offered by AdnosticPossible ObjectionsConslusion3

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Adnostic

: Privacy Preserving Targeted Audience

Chapter 1

Brief Overview of online behavioral advertising

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Adnostic

: Privacy Preserving Targeted Audience

Brief Overview of online behavioral advertising

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Adnostic

: Privacy Preserving Targeted Audience

Behavioral Targeting

Ability to serve relevant content / Products / advertisement to user based on their past behavior.

Users are categorized in one or more segments and content from the related segment is server.

Brief Overview of online behavioral advertising

6

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Adnostic

: Privacy Preserving Targeted Audience

What determines

Behaviour

Content Viewed

Entry page & Path Taken

Frequency

Search Keywords

Referring Keywords

Past purchases/ sign ups

regestiration

Brief Overview of online behavioral advertising

7

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Adnostic

: Privacy Preserving Targeted Audience

Key Components:

Advertiser

Publisher

Ad-Network

Tracking

Brief Overview of online behavioral advertising

anysite

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Advertiser

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Adnostic

: Privacy Preserving Targeted Audience

Key Components:

Tracking

Brief Overview of online behavioral advertising

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Adnostic

: Privacy Preserving Targeted Audience

Key Components:

Tracking

Associate an identifier

with a user across publishers and across

different visits.

3rd party https cookieIP address

User string via browser.

Brief Overview of online behavioral advertising

10

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Adnostic

: Privacy Preserving Targeted Audience

Chapter 2

Problem Statement

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Adnostic

: Privacy Preserving Targeted Audience

Problem Statement

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Adnostic

: Privacy Preserving Targeted Audience

Problem Statement

There is a great concern that behavioral advertising in its present form infringes on user privacy.

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Adnostic

: Privacy Preserving Targeted Audience

Chapter 3

Goal of Research

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Adnostic

: Privacy Preserving Targeted Audience

Goal of Research

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Adnostic

: Privacy Preserving Targeted Audience

Goal of Research

Build an cryptographic

system by which

ad-network must bill the correct advertiser without knowing which advertisement was displayed to the user.

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Adnostic

: Privacy Preserving Targeted Audience

Chapter

3

Adnostic

Architecture: Targeting with privacy

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Adnostic

: Privacy Preserving Targeted Audience

Adnostic

Architecture: Targeting with privacy

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Adnostic

: Privacy Preserving Targeted Audience

Adnostic

Architecture: Targeting with privacy

19

Behavioral Profiling:

Browser

download from ad-network a fixed list of URLs and their classification

.

List can be periodically updated and the list is same for all user.

In principle website can categorize their content in http header but since there is no incentive for the publisher we cannot rely.

Differentiate better between interest and influence. (Can be better judged locally in-browser).

User Session single user across different machine.

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Adnostic

: Privacy Preserving Targeted Audience

Adnostic

Architecture: Targeting with privacy

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Ad Insertion:

Java-script checks if

adnostic

is installed as extension on browser.

If not then ad-network loads specific ad to render.

If yes, then ad-network sends back a list of ads, Each ad has its classification

Browser extension decides which Ad is more related to user smartly. The ad is displayed.

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Adnostic

: Privacy Preserving Targeted Audience

Adnostic

Architecture: Targeting with privacy

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Accounting:

Main challenge is to bill the correct advertiser.

Accounting in charge-per-click does not change.

For charge per impression we propose an homomorphic encryption.

The idea is that the ad-network maintains encrypted impression counter through out the billing cycle. And rely on third party to decrypt the counter.

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Adnostic

: Privacy Preserving Targeted Audience

Chapter

4

Implementation

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Adnostic

: Privacy Preserving Targeted Audience

Implementation

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Adnostic

: Privacy Preserving Targeted Audience

Implementation

24

User Profiling:

Each time user visits a page

adnostic

extracts meta-data and

url

.

The list of keywords is then use to retrieve interest categories and stored in Firefox tagging.

The list derived is continuously updated aggregated for enhance user profiling.

Browser extension decides which Ad is more related to user smartly. The ad is displayed.

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Adnostic

: Privacy Preserving Targeted Audience

Implementation

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In-browser Categorization:

When

adnostic

is downloaded it comes with built-in list of categories and cosine similarity matrix.

An update to folksonomies results in an updated matrix and is distributed to user as an update to the extension.

Folksonomies are well suited, the stay up-to-date quickly evolving the ability to categorize new words.

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Adnostic

: Privacy Preserving Targeted Audience

Implementation

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Ad-Rendering:

The Ad-network sends the following parameter along with each ad.

A list of behavioral categories.

A score representing how relevant this ad is to the page.

Any numerical parameters that the extension accepts

The browser derives a combined score for each ad based on the score sent by the ad-network and on how well the list of categories match the user’s profile.

For each ad the associative attributes are an id, the URL, height and width of banner

Finally cryptographic material required if the billing protocol is to be used.

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Adnostic

: Privacy Preserving Targeted Audience

Implementation

27

Billing and Accounting:

Although n number of ads are pushed to browser only 1 is displayed we need to charge the correct advertiser for the impressions displayed to user.

We use homomorphic cryptographic solution and use

Elgamal

encryption on elliptic curves as it is the simplest.

We assume that each ad has id and ad-network will store in its database an encrypted counter Cid the encryption works as follows.

Initialization:

At beginning of billing period the counter is initialized to 0

Ad Insertion:

ad-network chooses ‘n’ ads and send it to browser. It remembers the ids of ads chosen, and sends a

pubKey

along.

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Adnostic

: Privacy Preserving Targeted Audience

Implementation

28

Billing and Accounting:

Ad Insertion:

ad-network chooses ‘n’ ads and send it to browser. It remembers the ids of ads chosen, and sends a

pubKey

along.

The browser choose to display ad to the user. It then creates a binary vector that represent which ad was shown to user.

For Example: if ad 2 was chosen to display. Vector representation will be (0, 1, 0, 0, 0).

The browser encrypts each component of vector using

pubKey

to obtain a vector of cypher text.

Browser sends to the ad network this cypher vector along with zero knowledge proofs

If the proofs work out ad-network multiples each element with respective costs only non-zero elements will be effective. And adds it to the homomorphic counter.

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Adnostic

: Privacy Preserving Targeted Audience

Implementation

29

Billing and Accounting:

Settlement:

At the end of billing period ad-network has to charge advertiser for the impressions the ad generated.

To do so it will need to decrypt the encrypted counter associated with all the ads.

To do so it may ask a trusted third party which holds the secret key for

pubKey

to decrypt the counter at the end of each billing cycle.

Cons: The difficulty with ultra-low rate campaigns & Advertising budget.

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Adnostic

: Privacy Preserving Targeted Audience

Chapter

5

Evaluation

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Adnostic

: Privacy Preserving Targeted Audience

Evaluation

31

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Adnostic

: Privacy Preserving Targeted Audience

Ad Rendering Time

Depicts the average ad rendering time on the four websites.

SlashDot

,

ReadWriteWeb

, SecretSoftwareClub, TheRegister

Evaluation

32

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Adnostic

: Privacy Preserving Targeted Audience

Page Loading Time

As expected,

adnostic

impact on page loading delay is relatively low compared to the impact on ad rendering delay.

Evaluation

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Adnostic

: Privacy Preserving Targeted Audience

Chapter

5

Incentives offered by

Adnostic

34

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Adnostic

: Privacy Preserving Targeted Audience

Incentives Offered by

Adnostic

35

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Adnostic

: Privacy Preserving Targeted Audience

Incentives Offered by

Adnostic

36

We discuss numerous reason why interest of all parties are well served by using

adnostic

Privacy Conscious publishers:

providing a privacy preserving option would enable sites who care about user-privacy to serve ads.

Lower Barrier To Entry:

User behavior is analyzed at browser which has complete visibility over user behavior pattern. Will help small ad-networks place relevant ads to user.

Regulatory Compliance:

Compliance to FTC recommendations. Allows ad-network to target ads without tracking user actions.

Potentially improved user tracking:

Many users frequently change computer, terminals or OS but modern browser use syncing capability based on which

Adnostic

can provide better relevant ads across all machines

Targeting in private Browsing mode:

Session cannot be tied to the user previous activity during incognito mode.

Adnostic

continues to rate effectively

User Control via Centralized interface

Standardized audience segmentation

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Adnostic

: Privacy Preserving Targeted Audience

Chapter

6

Possible Objections

37

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Adnostic

: Privacy Preserving Targeted Audience

Possible Objections

38

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Adnostic

: Privacy Preserving Targeted Audience

Possible Objections

39

Network latency and bandwidth:

While

adnostic

request ad-network for the list it may only request CDN for the specific ad to be displayed. Minimizing network latency.

Effectiveness of BA

: The list might not contain any segment from the user

behaviour

patterns

Enforcement of Non-Tracking:

Adnostic

browser extension can include a user setting that uses heuristics to disable tracking to large extent.

Click Fraud:

No change in click-on-ad mechanism. It should work as is.

Fraudulent Clicks with active contents:

The enclosing page has no visibility to iframe and is prevented from clicking on elements in the frame. (Cons: flash ads not supported).

Social Engineering attack:

Rely on filtering at ad-network level. Other way is to add noise.

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Adnostic

: Privacy Preserving Targeted Audience

Conclusion

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The

Adnostic

System need not replace the existing infrastructure instead it complements it and provides Privacy to audience at the same time. We also proposed a cryptographic billing system that is likely to play a role in any proposal for privacy preserving behavioral advertising.


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