Título:
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On web user tracking of browsing patterns for personalised advertising
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Autor/a:
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Puglisi, Silvia; Rebollo Monedero, David; Forné Muñoz, Jorge
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Otros autores:
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Universitat Politècnica de Catalunya. Departament d'Enginyeria Telemàtica; Universitat Politècnica de Catalunya. ISG - Grup de Seguretat de la Informació |
Abstract:
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This is an Accepted Manuscript of an article published by Taylor & Francis in International Journal of Parallel, Emergent and Distributed Systems on 19/02/2017, available online: http://www.tandfonline.com/doi/abs/10.1080/17445760.2017.1282480 |
Abstract:
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On today’s Web, users trade access to their private data for content and services. App and service providers want to know everything they can about their users, in order to improve their product experience. Also, advertising sustains the business model of many websites and applications. Efficient and successful advertising relies on predicting users’ actions and tastes to suggest a range of products to buy. Both service providers and advertisers try to track users’ behaviour across their product network. For application providers this means tracking users’ actions within their platform. For third-party services following users, means being able to track them across different websites and applications. It is well known how, while surfing the Web, users leave traces regarding their identity in the form of activity patterns and unstructured data. These data constitute what is called the user’s online footprint. We analyse how advertising networks build and collect users footprints and how the suggested advertising reacts to changes in the user behaviour. |
Abstract:
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Peer Reviewed |
Materia(s):
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-Àrees temàtiques de la UPC::Enginyeria de la telecomunicació -Electronic data processing -Advertising -Privacy -ubiquitous-tracking -privacy metrics -advertising -Processament òptic de dades -Publicitat |
Derechos:
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Tipo de documento:
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Artículo - Versión presentada Artículo |
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