Privacy violations using microtargeted ads: A case study

Research output: Chapter in Book/Report/Conference proceedingConference contribution

76 Scopus citations

Abstract

In this paper we propose a new class of attacks that exploit advertising systems offering micro targeting capabilities in order to breach user privacy. We study the advertising system offered by the world's largest online social network, Face book, and the risks that the design of the system poses to the privacy of its users. We propose, describe and provide experimental evidence of several novel approaches to exploiting the advertising system in order to obtain private user information. We communicated our findings to Face book on July 13, 2010, and received a prompt response. On July 20, 2010, Face book launched a change to their advertising system that made the kind of attacks we describe more difficult but not impossible to implement.

Original languageEnglish (US)
Title of host publicationProceedings - 10th IEEE International Conference on Data Mining Workshops, ICDMW 2010
Pages474-482
Number of pages9
DOIs
StatePublished - 2010
Externally publishedYes
Event10th IEEE International Conference on Data Mining Workshops, ICDMW 2010 - Sydney, NSW, Australia
Duration: Dec 14 2010Dec 17 2010

Publication series

NameProceedings - IEEE International Conference on Data Mining, ICDM
ISSN (Print)1550-4786

Conference

Conference10th IEEE International Conference on Data Mining Workshops, ICDMW 2010
Country/TerritoryAustralia
CitySydney, NSW
Period12/14/1012/17/10

All Science Journal Classification (ASJC) codes

  • General Engineering

Keywords

  • Behavioral advertising
  • Microtargeted advertising
  • Privacy
  • Social networks

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