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On the regulation of personal data distribution in online advertising platforms

Author
Estrada, J.; Parra-Arnau, J.; Rodríguez-Hoyos, A.; Forne, J.
Type of activity
Journal article
Journal
Engineering applications of artificial intelligence
Date of publication
2019-03
Volume
82
First page
13
Last page
29
DOI
10.1016/j.engappai.2019.03.013
Project funding
INRISCO. INcident monitoRing In Smart COmmunities .QoS and Privacy.
Repository
http://hdl.handle.net/2117/133737 Open in new window
URL
https://www.sciencedirect.com/science/article/abs/pii/S0952197619300636 Open in new window
Abstract
Online tracking is the key enabling technology of modern online advertising. In the recently established model of real-time bidding (RTB), the web pages tracked by ad platforms are shared with advertising agencies (also called DSPs), which, in an auction-based system, may bid for user ad impressions. Since tracking data are no longer confined to ad platforms, RTB poses serious risks to privacy, especially with regard to user profiling, a practice that can be conducted at a very low cost by any D...
Citation
Estrada, J. [et al.]. On the regulation of personal data distribution in online advertising platforms. "Engineering applications of artificial intelligence", Març 2019, vol. 82, p. 13-29.
Keywords
Information privacy, Online advertising, Revenue-invitation rate trade-off
Group of research
SISCOM - Smart Services for Information Systems and Communication Networks

Participants