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Title: A practical privacy-preserving targeted advertising scheme for IPTV users
Authors: Khayati, Leyli Javid
Örencik, Cengiz
Savaş, Erkay
Ustaoğlu, Berkant
Keywords: IPTV
Internet protocol tv
Cloud computing
Targeted advertising
Publisher: Springer Verlag
Source: Khayati, L. J., Örencik, C., Savaş, E., and Ustaoğlu, B. (2016). A practical privacy-preserving targeted advertising scheme for IPTV users. International Journal of Information Security, 15(4), 335-360. doi:10.1007/s10207-015-0296-7
Abstract: In this work, we present a privacy-preserving scheme for targeted advertising via the Internet Protocol TV (IPTV). The scheme uses a communication model involving a collection of subscribers, a content provider (IPTV), advertisers and a semi-trusted server. To target potential customers, the advertiser can utilize not only demographic information of subscribers, but also their watching habits. The latter includes watching history, preferences for IPTV content and watching rate, which are periodically (e.g., weekly) published on a semi-trusted server (e.g., cloud server) along with anonymized demographics. Since the published data may leak sensitive information about subscribers, it is safeguarded using cryptographic techniques in addition to the anonymization of demographics. The techniques used by the advertiser, which can be manifested in its queries to the server, are considered (trade) secrets and therefore are protected as well. The server is oblivious to the published data and the queries of the advertiser as well as its own responses to these queries. Only a legitimate advertiser, endorsed with so-called trapdoors by the IPTV, can query the cloud server and access the query results. Even when some background information about users is available, query responses do not leak sensitive information about the IPTV users. The performance of the proposed scheme is evaluated with experiments, which show that the scheme is practical. The algorithms demonstrate both weak and strong scaling property and take advantage of high level of parallelism. The scheme can also be applied as a recommendation system. © 2015, Springer-Verlag Berlin Heidelberg.
ISSN: 1615-5262
Appears in Collections:Mathematics / Matematik
Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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