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Targeted Advertising… and Privacy Too

Buy me!. Targeted Advertising… and Privacy Too. Ari Juels RSA Laboratories. Buy me!. Anti- dandruff. Buy me too!. Anti-wrinkle Cream. Targeted advertising: One View. An example. Special Report: October 5th is America's most popular birthday. Hiking/sports book.

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Targeted Advertising… and Privacy Too

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  1. Buy me! Targeted Advertising… and Privacy Too Ari Juels RSA Laboratories

  2. Buy me! Anti- dandruff Buy me too! Anti-wrinkle Cream Targeted advertising: One View

  3. An example Special Report:October 5th is America's most popular birthday.

  4. Hiking/sports book Anti-aging cream Anybirthday.com targeted gift recommendations

  5. Advertiser Targeted advertising: The benign view What shall I read next? Here are some novels you might enjoy Anna Karenina Wild Things RedChamber Bleak House Consumer

  6. The other view: Consumer privacy Browser cookies Consumer

  7. Advertiser Privacy Efficiency Our Goal + Consumer

  8. Physical characteristics: Age: 30 Weight: 120 Height: 5’ 4” …. Hobbies: Butterfly collecting Tai Chi Archery Favorite foods: Chocolate Sushi Broccoli Private Profile Alice Financial (from Quicken): $110,000 / year income House worth $300,000 $20,000 butterfly collection Web sites recently visited (from browser): aclu.org yahoo.com anybirthday.com

  9. Alice Profile Ad request Advertiser Negotiant Negotiant

  10. Alice Alice “spa ad” Advertiser Negotiant if annual income > $100,000 if likes funny clothes or CEO output “golf ad” else if female output “spa ad” else output “cigar ad” else output “Walmart ad”

  11. Alice Advertiser’s server Negotiant Ads “spa ad” Spa ad Private Information Retrieval (PIR) Alice’s computer Problem: Expensive!

  12. Ads Alice Advertiser’s server Negotiant Ads “spa ad” Spa ad Scheme 1: Naïve PIR Alice’s computer Problems: Inefficient; no idea what ads were distributed

  13. Alice “spa ad” please Advertiser’s server Negotiant Ads “spa ad” Spa ad Spa ad Scheme 2: Direct request Alice’s computer

  14. Basic tool: Mix network Mix network plaintext 1 plaintext 2 plaintext 3 plaintext 4 Randomly permutes and encrypts inputs

  15. plaintext 1 plaintext 2 plaintext 3 plaintext 4 Opposite direction Mix network Randomly permutes and decrypts inputs

  16. “spa ad” “Walmart ad” “golf ad” Advertiser’s server “Walmart ad” “Walmart ad” “golf ad” “spa ad” Ads Mix network “Walmart ad” Scheme 3: Semi-private PIR Alice’s computer Bob’s computer Carol’s computer Darius’s computer

  17. spa ad Advertiser’s server Walmart ad golf ad Ads Walmart ad golf ad Walmart ad Walmart ad spa ad Spa ad Scheme 3: Semi-private PIR Alice’s computer Bob’s computer Mix network Carol’s computer Darius’s computer

  18. Alice, ad request , “spa ad” name Scheme 3: A little more detail

  19. Alice, , ad , “spa ad” name name Spa ad Scheme 3: A little more detail

  20. Remarks • We assume advertiser may collude with some mix servers (if not, one-server mix will do) • Ads are long, so we need a hybrid mix network • New constructions: OA00,JJ01 • Other tools • Quorum controlled threshold proxy re-encryption • Aggregation and mixing can be offline

  21. Alice Profile “ad $110,000” please Advertiser Malicious negotiant Negotiant ad number = annual income

  22. Spotting Malicious Negotiants • Open source negotiants • “Sandbox” approach • Third-party validation

  23. Scheme 4: Threshold PIR • Full set of ads mixed • Full privacy • Plaintext Equality Testing (PET) primitive needed • High cost (still better than PIR)

  24. What are the (hoped for) benefits? • More consumer trust • Higher “opt in” rate • Truth in (requested) advertising • Complementary with P3P • Mobility possible through encrypted profile on server

  25. Questions?

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