TYPES
Towards transparency and privacy in the online advertising business

D6.1 DESIGN OF ALLOCATION AND PRICING SCHEMES FOR THE DATA BROKER SYSTEM AND SECURE MULTIPARTY PROTOCOLS FOR THE DATA BROKER SYSTEM AND VIRAL MARKETING COMPUTATIONS

EXECUTIVE SUMMARY

This deliverable introduces privacy-by-design solutions regarding issues of privacy preservation in the online advertising market. The deliverable is divided into two building blocks: The first one is a design of a data broker system, while the other consists of algorithms for privacy-preserving social network analysis.

The Data Broker system is designated to serve as interface between end-users and the different players in the online advertising market. It will receive the information directly from the end-users,
thus being more accurate than current tracking techniques and at the same time guaranteeing that only the data that the user wishes to share in the online advertising market will be shared. The
implementation of such a privacy-preserving Data Broker will bring benefits for both the end-users and advertising platforms while respecting privacy. The second building block includes a design of novel secure multi-party protocols that enable a group of non-trusting parties to analyse a social network of customers while protecting their own private data, and to extract information that could be used for the purposes of performing effective viral marketing.