Roksana Boreli

Imdad Ullah, Roksana Boreli, Salil S. Kanhere

Targeted advertising has transformed the marketing landscape for a wide variety of businesses, by creating new opportunities for advertisers to reach prospective customers by delivering personalised ads, using an infrastructure of a number of intermediary entities and technologies. The advertising and analytics companies collect, aggregate, process and trade a vast amount of user's personal data, which has prompted serious privacy concerns among both individuals and organisations. This article presents a detailed survey of the associated privacy risks and proposed solutions in a mobile environment. We outline details of the information flow between the advertising platform and ad/analytics networks, the profiling process, advertising sources and criteria, the measurement analysis of targeted advertising based on user's interests and profiling context and the ads delivery process, for both in-app and in-browser targeted ads; we also include an overview of data sharing and tracking technologies. We discuss challenges in preserving user privacy that include threats related to private information extraction and exchange among various advertising entities, privacy threats from third-party tracking, re-identification of private information and associated privacy risks. Subsequently, we present various techniques for preserving user privacy and a comprehensive analysis of the proposals based on such techniques; we compare the proposals based on the underlying architectures, privacy mechanisms and deployment scenarios. Finally, we discuss the potential research challenges and open research issues.

Imdad Ullah, Salil S. Kanhere, Roksana Boreli

The targeted advertising is based on preference profiles inferred via relationships among individuals, their monitored responses to previous advertising and temporal activity over the Internet, which has raised critical privacy concerns. In this paper, we present a novel proposal for a Blockchain-based advertising platform that provides: a system for privacy preserving user profiling, privately requesting ads from the advertising system, the billing mechanisms for presented and clicked ads, the advertising system that uploads ads to the cloud according to profiling interests, various types of transactions to enable advertising operations in Blockchain-based network, and the method that allows a cloud system to privately compute the access policies for various resources (such as ads, mobile user profiles). Our main goal is to design a decentralized framework for targeted ads, which enables private delivery of ads to users whose behavioral profiles accurately match the presented ads, defined by the ad system. We implement a POC of our proposed framework i.e. a Bespoke Miner and experimentally evaluate various components of Blockchain-based in-app advertising system, implementing various critical components; such as, evaluating user profiles, implementing access policies, encryption and decryption of users' profiles. We observe that the processing delay for traversing policies of various tree sizes, the encryption/decryption time of user profiling with various key-sizes and user profiles of various interests evaluates to an acceptable amount of processing time as that of the currently implemented ad systems.

Richard Nock, Raphaël Canyasse, Roksana Boreli et al.

k-means++ seeding has become a de facto standard for hard clustering algorithms. In this paper, our first contribution is a two-way generalisation of this seeding, k-variates++, that includes the sampling of general densities rather than just a discrete set of Dirac densities anchored at the point locations, and a generalisation of the well known Arthur-Vassilvitskii (AV) approximation guarantee, in the form of a bias+variance approximation bound of the global optimum. This approximation exhibits a reduced dependency on the "noise" component with respect to the optimal potential --- actually approaching the statistical lower bound. We show that k-variates++ reduces to efficient (biased seeding) clustering algorithms tailored to specific frameworks; these include distributed, streaming and on-line clustering, with direct approximation results for these algorithms. Finally, we present a novel application of k-variates++ to differential privacy. For either the specific frameworks considered here, or for the differential privacy setting, there is little to no prior results on the direct application of k-means++ and its approximation bounds --- state of the art contenders appear to be significantly more complex and / or display less favorable (approximation) properties. We stress that our algorithms can still be run in cases where there is \textit{no} closed form solution for the population minimizer. We demonstrate the applicability of our analysis via experimental evaluation on several domains and settings, displaying competitive performances vs state of the art.