In the last decade, the advertisement market spread significantly in the web and mobile app system. Its effectiveness is also due thanks to the possibility to target the advertisement on the specific interests of the actual user, other than on the content of the website hosting the advertisement. In this scenario, became of great value services that collect and hence can provide information about the browsing user, like Facebook and Google. In this paper, we show how to maliciously exploit the Google Targeted Advertising system to infer personal information in Google user profiles. In particular, the attack we consider is external from Google and relies on combining data from Google AdWords with other data collected from a website of the Google Display Network. We validate the effectiveness of our proposed attack, also discussing possible application scenarios. The result of our research shows a significant practical privacy issue behind such type of targeted advertising service, and call for further investigation and the design of more privacy-aware solutions, possibly without impeding the current business model involved in online advertisement.

TRAP: Using Targeted ads to unveil Google personal profiles / CONTI, MAURO; Cozza, Vittoria; Petrocchi, Marinella; SPOGNARDI, Angelo. - (2015), pp. 1-6. (Intervento presentato al convegno IEEE International Workshop on Information Forensics and Security, WIFS 2015 tenutosi a Rome; Italy) [10.1109/WIFS.2015.7368607].

TRAP: Using Targeted ads to unveil Google personal profiles

CONTI, MAURO;SPOGNARDI, Angelo
2015

Abstract

In the last decade, the advertisement market spread significantly in the web and mobile app system. Its effectiveness is also due thanks to the possibility to target the advertisement on the specific interests of the actual user, other than on the content of the website hosting the advertisement. In this scenario, became of great value services that collect and hence can provide information about the browsing user, like Facebook and Google. In this paper, we show how to maliciously exploit the Google Targeted Advertising system to infer personal information in Google user profiles. In particular, the attack we consider is external from Google and relies on combining data from Google AdWords with other data collected from a website of the Google Display Network. We validate the effectiveness of our proposed attack, also discussing possible application scenarios. The result of our research shows a significant practical privacy issue behind such type of targeted advertising service, and call for further investigation and the design of more privacy-aware solutions, possibly without impeding the current business model involved in online advertisement.
2015
IEEE International Workshop on Information Forensics and Security, WIFS 2015
Computer Science Applications; Computer Vision and Pattern Recognition; Information Systems; Computer Networks and Communications
04 Pubblicazione in atti di convegno::04b Atto di convegno in volume
TRAP: Using Targeted ads to unveil Google personal profiles / CONTI, MAURO; Cozza, Vittoria; Petrocchi, Marinella; SPOGNARDI, Angelo. - (2015), pp. 1-6. (Intervento presentato al convegno IEEE International Workshop on Information Forensics and Security, WIFS 2015 tenutosi a Rome; Italy) [10.1109/WIFS.2015.7368607].
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/960188
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