Research Article
Achieving Targeted Mobile Advertisements While Respecting Privacy
@INPROCEEDINGS{10.1007/978-3-642-36632-1_14, author={Elia Palme and Basil Hess and Juliana Sutanto}, title={Achieving Targeted Mobile Advertisements While Respecting Privacy}, proceedings={Mobile Computing, Applications, and Services. 4th International Conference, MobiCASE 2012, Seattle, WA, USA, October 11-12, 2012. Revised Selected Papers}, proceedings_a={MOBICASE}, year={2013}, month={2}, keywords={mobile pervasive advertisement privacy targeted one-to-one marketing mobile agent}, doi={10.1007/978-3-642-36632-1_14} }- Elia Palme
Basil Hess
Juliana Sutanto
Year: 2013
Achieving Targeted Mobile Advertisements While Respecting Privacy
MOBICASE
Springer
DOI: 10.1007/978-3-642-36632-1_14
Abstract
Broadcasted mobile advertisements are increasingly being replaced by targeted mobile advertisements through consumer profiling. However privacy is a growing concern among consumers who may eventually prevent the advertising companies from profiling them. This paper proposes an agent-based targeting algorithm that is able to guarantee full consumer privacy while achieving mobile targeted advertising. We implemented a grocery discount-discovery application for iPhone that makes use of the new approach. We show that on modern hardware like on the iPhone, it’s feasible to run a client-based and privacy-preserving targeting algorithm with minimal additional computational overhead compared to a random advertising approach. We evaluated the targeting method by conducting a large-scale field-experiment with 903 participants. Results show that the computational overhead on user devices is well tolerated, compared to the control group with randomized advertising the targeting group showed a significantly increased application usage of 18%.