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Web identity translator: Behavioral advertising and identity privacy with WIT
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2015 (English)In: Proceedings of the 14th ACM Workshop on Hot Topics in Networks, HotNets-XIV 2015, Association for Computing Machinery (ACM), 2015Conference paper (Refereed)Text
Abstract [en]

Online Behavioral Advertising (OBA) is an important revenue source for online publishers and content providers. However, the extensive user tracking required to enable OBA raises valid privacy concerns. Existing and proposed solutions either block all tracking, therefore breaking OBA entirely, or require significant changes on the current advertising infrastructure, making adoption hard. We propose Web Identity Translator (WIT), a new privacy service running as a proxy or middlebox. WIT stops the original tracking cookies from being set on the browser of users and instead substitutes them by private cookies it controls. Manipulating the mapping between tracking and private cookies WIT maintains permits transparent OBA to continue while simultaneously protecting the identity of users from attacks based on behavioral analysis of browsing patterns.

Place, publisher, year, edition, pages
Association for Computing Machinery (ACM), 2015.
Keyword [en]
Computer networks, Information systems, Behavioral analysis, Browsing patterns, Content providers, Middleboxes, Online behavioral advertisings, Privacy concerns, User tracking, Marketing
National Category
Computer Systems
URN: urn:nbn:se:kth:diva-186820DOI: 10.1145/2834050.2834105ScopusID: 2-s2.0-84962657750ISBN: 9781450340472OAI: diva2:937246
14th ACM Workshop on Hot Topics in Networks, HotNets-XIV 2015, 16 November 2015 through 17 November 2015

QC 20160615

Available from: 2016-06-15 Created: 2016-05-13 Last updated: 2016-06-15Bibliographically approved

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