Targeted, Not Tracked: Client-Side Solutions for Privacy-Friendly Behavioral Advertising

摘要: The current discussion of potential Do Not Track regulation for online advertising is worrisome the industry, as it may signif cantly limit capability targeted advertising, a key revenue source content. present discourse conates behavior tracking and ad targeting processes, leading to presumption that providing privacy must come at cost eliminating advertisers' capability. This paper focuses on family methods facilitate behavioral while consumer protections. achieved by di erentiating between client-side server-side tracking. Client-side solutions provide mechanisms policies address concerns over lack user control data platforms with ability target users. We compare contrast several along dimensions privacy, adoption e ort, trust. A novel pro ling method proposed ers from prior work in not requiring installation additional software compatibility existing serving infrastructure. Empirical evaluation large-scale real-world datasets demonstrates high performance techniques. hope considering such middle-ground approaches, debate will converge towards satisfy both desire users' privacy.