Privacy-Preserving Targeted Mobile Advertising: Formal Models and Analysis

@inproceedings{Liu2016PrivacyPreservingTM,
  title={Privacy-Preserving Targeted Mobile Advertising: Formal Models and Analysis},
  author={Yang Liu and Andrew C. Simpson},
  booktitle={DPM/QASA@ESORICS},
  year={2016}
}
Targeted Mobile Advertising (TMA) has emerged as a significant driver of the Internet economy. TMA gives rise to interesting challenges: there is a need to balance privacy and utility; there is a need to guarantee that applications’ access to resources is appropriate; and there is a need to ensure that the targeting of ads is effective. As many authors have argued, formal models are ideal vehicles for reasoning about privacy, as well as for reasoning about the relationship between privacy and… CONTINUE READING