Serving ads from localhost for performance, privacy, and profit

摘要: Online advertising is a major economic force in the Internet today. Today’s deployments, however, erode privacy and degrade performance as browsers wait for ad networks to deliver ads. In this paper we pose question: it possible build practical private online system? To end present an initial design where ads are served from endhost. It attractive three standpoints — privacy, profit, performance: tracking user’s profile on their computer not at third-party improves privacy; better targeting potentially lower operating costs can improve profits; relying more local endhost rather than distant central performance. explore whether such system with eye towards scalability, costs, deployability. Based feasibility study conducted over traces 31K users 130K ads, believe our approach holds much promise.