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Wittig, Maximilian ; Kesdogan, Dogan

Towards a Lightweight and Privacy-Friendly Architecture for Online Advertising

Wittig, Maximilian and Kesdogan, Dogan (2025) Towards a Lightweight and Privacy-Friendly Architecture for Online Advertising. In: ICT Systems Security and Privacy Protection, 40th IFIP International Conference, May 21–23, 2025, Maribor, Slovenia.

Date of publication of this fulltext: 10 Jun 2025 07:35
Conference or workshop item
DOI to cite this document: 10.5283/epub.76735


Abstract

This paper presents a privacy-enhancing protocol for digital advertising that uses temporary pseudonyms to safeguard users' behavioral profiles from pervasive online tracking. By integrating well-established anonymity techniques such as Tor and blind signature, the protocol generates robust, verifiable online identities that enhance security against ad fraud while ensuring personal data remains ...

This paper presents a privacy-enhancing protocol for digital advertising that uses temporary pseudonyms to safeguard users' behavioral profiles from pervasive online tracking. By integrating well-established anonymity techniques such as Tor and blind signature, the protocol generates robust, verifiable online identities that enhance security against ad fraud while ensuring personal data remains unlinkable to individuals. For behavioral targeting, the ad ecosystem is limited to ephemeral profile data. A key advantage of this privacy-friendly approach is its seamless integration with the existing advertising pipeline, fulfilling industry needs for retargeting and ad attribution, while maintaining low computational complexity on the user side.



Involved Institutions


Details

Item typeConference or workshop item (UNSPECIFIED)
ISBN978-3-031-92885-7, 978-3-031-92888-8, 978-3-031-92886-4
Title of Book:ICT Systems Security and Privacy Protection, 40th IFIP International Conference, SEC 2025, Proceedings, Part II
Publisher:Springer
Place of Publication:Cham
Other Series:IFIP Advances in Information and Communication Technology (IFIPAICT)
Volume:746
Page Range:pp. 18-33
DateMay 2025
InstitutionsBusiness, Economics and Information Systems > Institut für Wirtschaftsinformatik > Lehrstuhl für Wirtschaftsinformatik IV (Prof. Dr. Doğan Kesdoğan)
Informatics and Data Science > Department Information Systems > Lehrstuhl für Wirtschaftsinformatik IV (Prof. Dr. Doğan Kesdoğan)
Identification Number
ValueType
10.1007/978-3-031-92886-4_2DOI
KeywordsOnline targeting, Identity management, Anonymity, Privacy
Dewey Decimal Classification000 Computer science, information & general works > 004 Computer science
StatusPublished
RefereedYes, this version has been refereed
Created at the University of RegensburgYes
URN of the UB Regensburgurn:nbn:de:bvb:355-epub-767357
Item ID76735

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