Privacy-preserving targeted online advertising Online publication date: Fri, 14-Jun-2019
by Ainish Dave; Hardik Gajera; Manik Lal Das
International Journal of Social Computing and Cyber-Physical Systems (IJSCCPS), Vol. 2, No. 2, 2019
Abstract: Preserving privacy of the user data is one of the important requirements in several practical applications. In recent times, the targeted advertisement is found a potential business model that the services provider can use it for revenue growth. As the advertising server (ad-server) tracks the user's activity through the user's browsing history or through the user's mobile application feature for future purposes, the privacy of user's data could fall in hand of many parties without the knowledge of the user. In this paper, a scheme for privacy preserving targeted online advertisement is presented. The proposed scheme uses homomorphic encryption aiming at extracting keywords from web pages in real-time when a user is browsing web pages. A user can avail the services privately from the ad-server by perform the computation on encrypted data stored in the server. The proposed scheme is compared with some related schemes and the experimental results show that the proposed scheme is efficient and practical
Online publication date: Fri, 14-Jun-2019
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Social Computing and Cyber-Physical Systems (IJSCCPS):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org