Personalized Online Advertising with privacy protection
Microsoft Research India is working on a software platform that allows targeted placement of online advertisements without disclosing personal information about the individual user. The 30-year-old computer scientist from Saikat Guha led project shifted the analysis of the so-called targeted advertising on the user's computer, Technology Review reported in its online edition.
So far pull Networks data on the online movements of a user on their server: There will then analyze what websites he drives, what he bought there. Guha's solution works locally, however: Depending on what the look, it requests matching ads from ad networks. The software could be installed in the browser, but also in social networks like Facebook. You do not need too much space for a smart phone or PC, says Guha.
This will allow the computer prevent companies are piling on user data that could fall into the wrong hands. By the analysis takes place only on a user's computer, even very personal information could be taken into account, because they no longer have to leave the computer. Here is what the software in the file system will track the birth of the user and ask for the age group to get started, but the date comes as the property of Google. Companies may wish to consider this even more data than previously.
Guha has also found a privacy-friendly solution for smartphone apps. The forward also increasingly identifying data and location information of a user. "From this we can now make a complete chronicle, where you have all stopped," says Guha.
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