Online Behavioral Advertising (OBA) with Privacy Protection

The introduction of Online Behavioral Advertising (OBA) to the world of Internet advertising has considerably increased the revenues of advertising companies. Prospectively, it is being considered as an approach that will be used for a long-term strategy by the industry. Therefore, the privacy protection of consumers should be one of the core building blocks for the framework that is employed in the process of collecting and aggregating the information regarding the users. However, this is not the case in the current OBA environment and hence concerns are being raised surrounding this issue. In this paper we propose a generic, secure OBA framework that can be applied to the industry, promoting the online market under the criteria of preserving the privacy of the users.