Imdad Ullah

Alexander Marrapese, Basem Suleiman, Imdad Ullah et al.

Understanding the conversation abilities of Large Language Models (LLMs) can help lead to its more cautious and appropriate deployment. This is especially important for safety-critical domains like mental health, where someone's life may depend on the exact wording of a response to an urgent question. In this paper, we propose a novel framework for evaluating the nuanced conversation abilities of LLMs. Within it, we develop a series of quantitative metrics developed from literature on using psychotherapy conversation analysis literature. While we ensure that our framework and metrics are transferable by researchers to relevant adjacent domains, we apply them to the mental health field. We use our framework to evaluate several popular frontier LLMs, including some GPT and Llama models, through a verified mental health dataset. Our results show that GPT4 Turbo can perform significantly more similarly to verified therapists than other selected LLMs. We conduct additional analysis to examine how LLM conversation performance varies across specific mental health topics. Our results indicate that GPT4 Turbo performs well in achieving high correlation with verified therapists in particular topics such as Parenting and Relationships. We believe our contributions will help researchers develop better LLMs that, in turn, will more positively support people's lives.

Imdad Ullah, Adel Binbusayyis

Online mobile advertising ecosystems provide advertising and analytics services that collect, aggregate, process, and trade a rich amount of consumers' personal data and carry out interest-based ad targeting, which raised serious privacy risks and growing trends of users feeling uncomfortable while using the internet services. In this paper, we address users' privacy concerns by developing an optimal dynamic optimisation cost-effective framework for preserving user privacy for profiling, ads-based inferencing, temporal apps usage behavioral patterns, and interest-based ad targeting. A major challenge in solving this dynamic model is the lack of knowledge of time-varying updates during the profiling process. We formulate a mixed-integer optimisation problem and develop an equivalent problem to show that the proposed algorithm does not require knowledge of time-varying updates in user behavior. Following, we develop an online control algorithm to solve the equivalent problem and overcome the difficulty of solving nonlinear programming by decomposing it into various cases and to achieve a trade-off between user privacy, cost, and targeted ads. We carry out extensive experimentations and demonstrate the proposed framework's applicability by implementing its critical components using POC (Proof Of Concept) `System App'. We compare the proposed framework with other privacy-protecting approaches and investigate whether it achieves better privacy and functionality for various performance parameters.

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.