Consumer Perceptions of Online Behavioral Advertising

Dehling, Tobias; Zhang, Yuchen; Sunyaev, Ali

doi:10.1109/cbi.2019.00046

Cited by 10 publications

(10 citation statements)

References 33 publications

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“…The obfuscated persona has on average 4.40 (L 2 ) different interest segments from the corresponding Control persona, where on average 4.17 are new segments and 0.23 are removed segments from the Control persona. 9 While Rand-intent and Bias-intent fare much better than AdNauseam and TrackThis, HARPO outperforms all of the baselines by at least 1.41× and up to 2.92× in terms of L 1 . Similarly, HARPO outperforms all baselines by at least 1.46× and up to 4.00× in terms of L 2 .…”

Section: A Privacymentioning

confidence: 94%

HARPO: Learning to Subvert Online Behavioral Advertising

Zhang,

Psounis,

Haroon

et al. 2021

Preprint

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Online behavioral advertising, and the associated tracking paraphernalia, poses a real privacy threat. Unfortunately, existing privacy-enhancing tools are not always effective against online advertising and tracking. We propose HARPO, a principled learning-based approach to subvert online behavioral advertising through obfuscation. HARPO uses reinforcement learning to adaptively interleave real page visits with fake pages to distort a tracker's view of a user's browsing profile. We evaluate HARPO against real-world user profiling and ad targeting models used for online behavioral advertising. The results show that HARPO improves privacy by triggering more than 40% incorrect interest segments and 6× higher bid values. HARPO outperforms existing obfuscation tools by as much as 16× for the same overhead. HARPO is also able to achieve better stealthiness to adversarial detection than existing obfuscation tools. HARPO meaningfully advances the state-of-the-art in leveraging obfuscation to subvert online behavioral advertising.

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Section: A Privacymentioning

confidence: 94%

HARPO: Learning to Subvert Online Behavioral Advertising

Zhang,

Psounis,

Haroon

et al. 2021

Preprint

View full text Add to dashboard Cite

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“…In contrast, the study of Smit et al (2014) gave an idea about the understanding of Dutch internet users. Other studies also describe that people possess a medium knowledge of OBA (Baek & Morimoto, 2012;Dehling, Zhang, & Sunyaev, 2019;Ur, Leon, Cranor, Shay, & Wang, 2012). Holvoet et al (2022) examined the coping responses towards targeted advertising practices, and the results reveal that they hold minimal knowledge about personalised advertisements.…”

Section: Theoretical Background and Literature Reviewmentioning

confidence: 95%

Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising

Jain

Purohit

2022

BAJ

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PurposeWith the developments of the digital era and considerable developments in ICT, advertisers are leveraging data-driven forms of online advertising to target consumers individually. The present study integrates privacy concerns with the constructs from the persuasion knowledge model to investigate consumer avoidance of online behavioural advertising (OBA).Design/methodology/approachThe study employed an online survey method for data collection using a sample size of 345. Reliability and validity of the measurement scales were ensured, and hypotheses developed were tested through PLS-SEM using SMART PLS.FindingsThe results show that persuasion knowledge is a significant predictor of perceived benefits, perceived risks and privacy concerns. Also, privacy concern was found to significantly mediate persuasion knowledge-avoidance behaviour and perceived risk-avoidance behaviour. On the other hand, the perceived benefit was not found significant in influencing privacy concerns for OBA.Practical implicationsThe present study is one of the initial attempts to understand the level of knowledge Indian consumers hold about OBA and how they evaluate and respond to these data-driven forms of advertising. The current study helps advance knowledge of the field and the theories used. Future studies might look at the effect of various demographic and psychographic aspects on consumer avoidance of OBA.Originality/valueAs the country is shifting to digital, it becomes really important to understand the privacy concerns that people perceive in regard with the current advertising practices.

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“…Research on users' attitudes towards the online behaviour tacking [7], [8] shows that for most this kind of tracking is considered an invasive to the users' privacy. If there is no option to disable tracking, it is preferred to have at least information about the kind of information gathered and the ways the gathered information is processed.…”

Section: User Trackingmentioning

confidence: 99%

“…In 1997, RFC2109 document [8] was published. It stated that third-party cookies could be threatening to the user's privacy.…”

Section: User's Data Sourcesmentioning

confidence: 99%

“…It stated that third-party cookies could be threatening to the user's privacy. Section 8.3 of the document states [8]: "A user agent should make every attempt to prevent the sharing of session information between hosts that are in different domains. Embedded or inlined objects may cause particularly severe privacy problems if they can be used to share cookies between disparate hosts."…”

Section: User's Data Sourcesmentioning

confidence: 99%

See 1 more Smart Citation

Internet User Trackers and Where to Find Them

Teze

Nazaruka

2022

Applied Computer Systems

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In the modern online world, users are often asked for a permission to track their actions as a permission to “allow cookies”. The gathered information could be very valuable for a potential advertiser. However, online tracking is not only a benefit for a user but also a threat to the user’s privacy. This information combined with a targeted advertisement on a mass scale has potential to alter behaviour of large groups. This study summarises previous academic work on online user tracking and anti-tracking measures. As a result, it describes the current mechanisms used to track a user, as well as some methods that can be applied to reduce tracking. The study concludes that government legislation and open dialog between Internet users and advertisers might be the only way to ensure online privacy.

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Consumer Perceptions of Online Behavioral Advertising

Cited by 10 publications

References 33 publications

HARPO: Learning to Subvert Online Behavioral Advertising

HARPO: Learning to Subvert Online Behavioral Advertising

Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising

Internet User Trackers and Where to Find Them

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