research-article

MyAdChoices: Bringing Transparency and Control to Online Advertising

Authors:

Javier Parra-Arnau,

Jagdish Prasad Achara,

Claude CastellucciaAuthors Info & Claims

ACM Transactions on the Web (TWEB), Volume 11, Issue 1

Article No.: 7, Pages 1 - 47

https://doi.org/10.1145/2996466

Published: 10 March 2017 Publication History

Abstract

The intrusiveness and the increasing invasiveness of online advertising have, in the last few years, raised serious concerns regarding user privacy and Web usability. As a reaction to these concerns, we have witnessed the emergence of a myriad of ad-blocking and antitracking tools, whose aim is to return control to users over advertising. The problem with these technologies, however, is that they are extremely limited and radical in their approach: users can only choose either to block or allow all ads. With around 200 million people regularly using these tools, the economic model of the Web—in which users get content free in return for allowing advertisers to show them ads—is at serious peril. In this article, we propose a smart Web technology that aims at bringing transparency to online advertising, so that users can make an informed and equitable decision regarding ad blocking. The proposed technology is implemented as a Web-browser extension and enables users to exert fine-grained control over advertising, thus providing them with certain guarantees in terms of privacy and browsing experience, while preserving the Internet economic model. Experimental results in a real environment demonstrate the suitability and feasibility of our approach, and provide preliminary findings on behavioral targeting from real user browsing profiles.

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Cited By

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https://doi.org/10.1016/j.cose.2024.104178
Guo LWilkinson DNamara MPatil KKnijnenburg B(2024)The OPAD-perception framework: measuring perceptions of online personalized advertisingInternet Research10.1108/INTR-01-2023-0078Online publication date: 11-Nov-2024
https://doi.org/10.1108/INTR-01-2023-0078
Gkiouzepi EAndreou AGoga OLoiseau P(2023)Collaborative Ad Transparency: Promises and Limitations2023 IEEE Symposium on Security and Privacy (SP)10.1109/SP46215.2023.10179448(2639-2657)Online publication date: May-2023
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Index Terms

MyAdChoices: Bringing Transparency and Control to Online Advertising
1. Information systems
  1. World Wide Web
    1. Web searching and information discovery
      1. Personalization
2. Security and privacy
  1. Human and societal aspects of security and privacy
    1. Usability in security and privacy
  2. Security services
    1. Privacy-preserving protocols

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cover image ACM Transactions on the Web

ACM Transactions on the Web Volume 11, Issue 1

February 2017

203 pages

ISSN:1559-1131

EISSN:1559-114X

DOI:10.1145/3062397

Editors:
Brian D. Davison
Lehigh University, USA
,
Marianne Winslett
University of Illinois at Urbana-Champaign

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Publication History

Published: 10 March 2017

Accepted: 01 November 2016

Revised: 01 October 2016

Received: 01 February 2016

Published in TWEB Volume 11, Issue 1

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https://doi.org/10.1108/INTR-01-2023-0078
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