Online advertising is a major economic force in the Internet today. Today\u2019s deployments, however, erode privacy and degrade performance as browsers wait for ad networks to deliver ads. In this paper we pose the question: is it possible to build a practical private online advertising system? To this end we present an initial design where ads are served from the endhost. It is attractive from three standpoints \u2014 privacy, profit, and performance: tracking the user\u2019s profile on their computer and not at a third-party improves privacy; better targeting and potentially lower operating costs can improve profits; and relying more on the local endhost rather than a distant central third-party can improve performance. In this paper we explore whether such a system is practical with an eye towards scalability, costs, and deployability. Based on a feasibility study conducted over traces from over 31K users and 130K ads, we believe our approach holds much promise.<\/p>\n","protected":false},"excerpt":{"rendered":"
Online advertising is a major economic force in the Internet today. Today\u2019s deployments, however, erode privacy and degrade performance as browsers wait for ad networks to deliver ads. In this paper we pose the question: is it possible to build a practical private online advertising system? 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