Being able to check whether an online advertisement has been targeted is essential for resolving privacy controversies and implementing in practice data protection regulations like GDPR, CCPA, and COPPA. In this paper we describe the design, implementation, and deployment of an advertisement auditing system called iWnder that uses crowdsourcing to reveal in real time whether a display advertisement has been targeted or not. Crowdsourcing simplifies the detection of targeted advertising, but requires reporting to a central repository the impressions seen by different users, thereby jeopardising their privacy. We break this deadlock with a privacy preserving data sharing protocol that allows iWnder to compute global statistics required to detect targeting, while keeping the advertisements seen by individual users and their browsing history private. We conduct a simulation study to explore the effect of different parameters and a live validation to demonstrate the accuracy of our approach. Unlike previous solutions, iWnder can even detect indirect targeting, i.e., marketing campaigns that promote a product or service whose description bears no semantic overlap with its targeted audience.
The only topic-based solution meant to be used by real users is MyAdchoice @cite_18 , which has been implemented in the form of a browser extension. This extension is available only under request, and based on the information reported in the paper, it has been only used in a beta-testing phase by few tens of friends and colleagues. Independently of the specific pros and cons of individual solutions, topic-based detection presents some common limitations. The most important being that it can only detect direct interest-based targeted advertising. It is unable to detect other forms of targeting based on demographic or geographic parameters, as well as indirect targeting (see for definitions).
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It is necessary to understand the content of articles and user preferences to make effective news recommendations. While ID-based methods, such as collaborative filtering and low-rank factorization, are well known for making recommendations, they are not suitable for news recommendations because candidate articles expire quickly and are replaced with new ones within short spans of time. Word-based methods, which are often used in information retrieval settings, are good candidates in terms of system performance but have issues such as their ability to cope with synonyms and orthographical variants and define "queries" from users' historical activities. This paper proposes an embedding-based method to use distributed representations in a three step end-to-end manner: (i) start with distributed representations of articles based on a variant of a denoising autoencoder, (ii) generate user representations by using a recurrent neural network (RNN) with browsing histories as input sequences, and (iii) match and list articles for users based on inner-product operations by taking system performance into consideration. The proposed method performed well in an experimental offline evaluation using past access data on Yahoo! JAPAN's homepage. We implemented it on our actual news distribution system based on these experimental results and compared its online performance with a method that was conventionally incorporated into the system. As a result, the click-through rate (CTR) improved by 23 and the total duration improved by 10 , compared with the conventionally incorporated method. Services that incorporated the method we propose are already open to all users and provide recommendations to over ten million individual users per day who make billions of accesses per month.