28 May 2015, Brussels – Efforts to improve privacy and transparency in the online advertising environment received a tremendous boost in May 2015 with the launch of the EU-funded project entitled Towards transparencY and Privacy in the onlinE advertising businesS (TYPES). TYPES is developed by a consortium comprised of prestigious academic institutions and reputed organisations.
TYPES aims to introduce a series of tools and technologies that come to empower the online users and prevent disruptions to online businesses. In addition to the layer of protection for online privacy, TYPES will propose tools to give the users control of the information they are willing to share, make them aware of how that information is used to support the content they enjoy online, and help discourage the use of total mitigation tools which ultimately negatively impacts both consumers and businesses.
In the pursuit of its objectives, TYPES will employ four building blocks which allow end users to understand better how their information is used for targeted advertising purposes, help them feel secure against privacy breaches and ultimately build trust. The TYPES building blocks also aim to find the middle-ground between the privacy requirements of end-users and the information needs of the digital ecosystem by offering configuration and data-valuation tools which grant users fine-grained control of their data, but also give them an understanding of the part they play within the online environment. These four essential elements of the project are: Privacy Violation Detection Tools, Privacy Safeguarding Tools, Data Valuation Tools, and Privacy-by-design Advertising.