Paper 2016/165

PrAd: Enabling Privacy-Aware Location based Advertising

Hung Dang and Ee-Chien Chang

Abstract

Smart phones and mobile devices have become more and more ubiquitous recently. This ubiquity gives chance for mobile advertising, especially location-based advertising, to develop into a very promising market. In many location-based advertising services, it is implied that service providers would obtain actual locations of users in order to serve relevant advertisements which are near users’ current locations. However, this practice has raised a significant privacy concern as various private information of an user can be inferred based on her locations and trajectories. In this work, we propose PrAd, a location-based advertising model that appreciates users’ location privacy; i.e. it never reveals their locations to any untrusted party. Our solution is conceptualized based on several state-of-the-art privacy preserving techniques such as data obfuscation, space encoding and private information retrieval (PIR). We especially introduce algorithmic modification to existing hardware-based PIR technique to make it more practical and thus suit real-time applications. Moreover, PrAd enables a correct billing mechanism among involved parties without revealing any individual sensitive information. Finally, we confirm the effectiveness of our proposed framework by evaluating its performance using a real world dataset.

Metadata
Available format(s)
-- withdrawn --
Category
Applications
Publication info
Published elsewhere. GeoPrivacy 2015
DOI
10.1145/2830834.2830839
Contact author(s)
hungdang @ comp nus edu sg
History
2017-02-23: withdrawn
2016-02-19: received
See all versions
Short URL
https://ia.cr/2016/165
License
Creative Commons Attribution
CC BY
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