Privacy-preserving location-aware mobile advertisement

Document Type

Conference Proceeding

Publication Date



© 2016 IEEE. Location-aware mobile advertising is expanding very rapidly and is forecast to grow much faster than any other industry in the digital era. Unfortunately, with the rise and expansion of on-line behavioral advertising, consumers have grown very skeptical of the vast amount of data that is extracted and mined from advertisers. As a result, the consensus has shifted towards stricter privacy requirements. In this paper, we introduce a novel privacy-preserving location-aware mobile advertisement framework that is built with privacy in mind from the ground up. Our proposed methods ease the tension that exists between privacy and advertising by guaranteeing, through cryptographic constructions, that (i) mobile users receive advertisements relative to their location and interests in a privacy-preserving manner, and (ii) the advertisement network can only compute aggregate statistics of ad impressions and click-through-rates. Through extensive experimentation, we show that our methods are efficient in terms of both computational and communication cost, especially at the client side.

Publication Title

Proceedings - 15th IEEE International Conference on Trust, Security and Privacy in Computing and Communications, 10th IEEE International Conference on Big Data Science and Engineering and 14th IEEE International Symposium on Parallel and Distributed Processing with Applications, IEEE TrustCom/BigDataSE/ISPA 2016