Diffusion of User Tracking Data in the Online Advertising Ecosystem

@article{Bashir2018DiffusionOU,
  title={Diffusion of User Tracking Data in the Online Advertising Ecosystem},
  author={Muhammad Ahmad Bashir and Christo Wilson},
  journal={PoPETs},
  year={2018},
  volume={2018},
  pages={85-103}
}
Advertising and Analytics (A&A) companies have started collaborating more closely with one another due to the shift in the online advertising industry towards Real Time Bidding (RTB). One natural way to understand how user tracking data moves through this interconnected advertising ecosystem is by modeling it as a graph. In this paper, we introduce a novel graph representation, called an Inclusion graph, to model the impact of RTB on the diffusion of user tracking data in the advertising… CONTINUE READING
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