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Online advertising: analysis of privacy threats and protection approaches

Author
Estrada, J.; Parra-Arnau, J.; Rodríguez-Hoyos, A.; Forne, J.
Type of activity
Journal article
Journal
Computer communications
Date of publication
2016-12-27
Volume
100
Number
1
First page
32
Last page
51
DOI
https://doi.org/10.1016/j.comcom.2016.12.016 Open in new window
Project funding
INRISCO. INcident monitoRing In Smart COmmunities .QoS and Privacy.
Repository
http://hdl.handle.net/2117/99742 Open in new window
URL
http://www.sciencedirect.com/science/article/pii/S0140366416307083 Open in new window
Abstract
Online advertising, the pillar of the “free” content on the Web, has revolutionized the marketing business in recent years by creating a myriad of new opportunities for advertisers to reach potential customers. The current advertising model builds upon an intricate infrastructure composed of a variety of intermediary entities and technologies whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, processed and traded behind the scenes...
Citation
Estrada, J., Parra-Arnau, J., Rodriguez, A., Forne, J. Online advertising: analysis of privacy threats and protection approaches. "Computer communications", Vol. 100 (1) March 2017.
Keywords
Online advertising, Privacy risks, User profiling, Web tracking
Group of research
SISCOM - Smart Services for Information Systems and Communication Networks

Participants