Online advertising fuels the (seemingly) free internet. However, although users can access most of the web services free of charge, they pay a heavy coston their privacy. They are forced to trust third parties and intermediaries, who not only collect behavioral data but also absorb great amounts of ad revenues. Consequently, more and more users opt out from advertising by resorting to ad blockers, thus costing publishers millions of dollars in lost ad revenues. Albeit there are various privacy-preserving advertising proposals (e.g.,Adnostic, Privad, Brave Ads) from both academia and industry, they all rely on centralized management that users have to blindly trust without being able to audit, while they also fail to guarantee the integrity of the per-formance analytics they provide to advertisers. In this paper, we design and deploy THEMIS, a novel, decentralized and privacy-by-design ad platform that requires zero trust by users. THEMIS (i) provides auditability to its participants, (ii) rewards users for viewing ads, and (iii) allows advertisers to verify the performance and billing reports of their ad campaigns. By leveraging smart contracts and zero-knowledge schemes, we implement a prototype of THEMIS and early performance evaluation results show that it can scale linearly on a multi sidechain setup while it supports more than 51M users on a single-sidechain.
翻译：然而,尽管用户可以免费获得大部分网络服务,但他们都不得不相信第三方和中间人,而第三方和中间人不仅收集行为数据,而且吸收大量广告收入。因此,越来越多的用户选择不做广告,诉诸广告阻塞者,使出版商损失数百万美元的广告收入。尽管有学术界和工业界的各种隐私保护广告提议(例如,Adnotic、Privad、Brave Ads),但他们都依赖中央管理,而用户必须盲目地信任这些管理,而不能进行审计,他们也不得不信任第三方和中间人,他们不仅收集行为数据,而且吸收大量广告收入。因此,越来越多的用户选择不做广告,采用广告封堵塞者,从而花费了出版商数百万美元损失的广告收入。TEMIS(i)向参与者提供各种保密的广告建议(例如,Adnociistic、Privad、Brave Ads),他们都依赖中央管理,而用户则不得不盲目地信任这些管理,而不能审计,而他们也不得不信任第三方,而他们也未能保证他们向广告商提供完整的分析,因此,在这个文件中,我们设计了一个创新的、分散和逐标标准的系统,从而能够对它的系统进行其业绩进行更多的评估。
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