Abstract Ad exchanges are kind of the most popular online advertising marketplaces for trading ad spaces over the Internet. Ad exchanges run auctions to sell diverse ad spaces on the publishers’ web-pages to advertisers, who want to display ads on ad spaces. However, the parties in an ad auction cannot verify whether the auction is carried out correctly or not. Furthermore, the advertisers are usually unwilling to reveal their sensitive bids and identities. In this paper, we jointly consider the auction verifiability and the advertisers’ privacy preservation, and thus propose ERA, which is an E fficient, p R ivacy-preserving, and verifi A ble online auction mechanism for ad exchanges. ERA exploits an order preserving encryption scheme to guarantee privacy preservation, and achieves verifiability by constructing a novel protocol of privacy preserving integer comparison, which is built on the Paillier homomorphic encryption scheme. We extensively evaluate the performance of ERA, and our evaluation results show that ERA satisfies several desirable properties with low computation, communication, and storage overheads, so ERA can be easily deployed in today's ad exchanges.
The most relevant work is paper @cite_45 , in which an online verifiable auction mechanism for ad exchanges was proposed. However, the bid protection was not considered, and the interactions between the ad exchange and the ad bidders are too frequent. Therefore, jointly considering both security and efficiency requirements, ERA is the first efficient, privacy preserving, and verifiable online auction mechanism for ad exchanges.
@cite_45
2096270679
This paper treats a critical component of the Web ecosystem that has so far received little attention in our community: ad exchanges. Ad exchanges run auctions to sell publishers' inventory-space on Web pages-to advertisers who want to display ads in those spaces. Unfortunately, under the status quo, the parties to an auction cannot check that the auction was carried out correctly, which raises the following more general question: how can we create verifiability in low-latency, high-frequency auctions where the parties do not know each other? We address this question with the design, prototype implementation, and experimental evaluation of VEX. VEX introduces a technique for efficient, privacy-preserving integer comparisons; couples these with careful protocol design; and adds little latency and tolerable overhead.