Targeted advertising has transformed the marketing landscape for a wide variety of businesses, by creating new opportunities for advertisers to reach prospective customers by delivering personalised ads, using an infrastructure of a number of intermediary entities and technologies. The advertising and analytics companies collect, aggregate, process and trade a vast amount of user's personal data, which has prompted serious privacy concerns among both individuals and organisations. This article presents a detailed survey of the associated privacy risks and proposed solutions in a mobile environment. We outline details of the information flow between the advertising platform and ad/analytics networks, the profiling process, advertising sources and criteria, the measurement analysis of targeted advertising based on user's interests and profiling context and the ads delivery process, for both in-app and in-browser targeted ads; we also include an overview of data sharing and tracking technologies. We discuss challenges in preserving user privacy that include threats related to private information extraction and exchange among various advertising entities, privacy threats from third-party tracking, re-identification of private information and associated privacy risks. Subsequently, we present various techniques for preserving user privacy and a comprehensive analysis of the proposals based on such techniques; we compare the proposals based on the underlying architectures, privacy mechanisms and deployment scenarios. Finally, we discuss the potential research challenges and open research issues.
翻译:有针对性的广告改变了各类企业的营销面貌,为广告商创造了新的机会,通过提供个人化广告,利用一些中介实体和技术的基础设施,向潜在客户提供个人化广告;广告和分析公司收集、汇总、处理和交易大量用户个人数据,引起个人和组织对隐私的严重关切;本篇文章详细调查了相关隐私风险和移动环境中的拟议解决方案;我们概述了广告平台和广告/分析网络之间的信息流动细节、特征分析程序、广告来源和标准、基于用户兴趣和特征分析背景以及广告交付过程的定向广告计量分析;我们还包括了数据分享和跟踪技术概览;我们讨论了维护用户隐私方面的挑战,其中包括与私人信息提取和交流有关的威胁、第三方跟踪对隐私的威胁、私人信息重新识别和相关隐私风险;随后,我们介绍了维护用户隐私的各种技术,根据用户兴趣和特征分析背景以及广告交付过程进行的计量分析;我们还讨论了数据共享和跟踪技术技术的概况;我们讨论了维护用户隐私方面的挑战,并讨论了基于这些技术的潜在研究机制;我们讨论了各种研究机制,并讨论了各种潜在部署问题。