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تسجيل مستخدم جديدTHEMIS: A Decentralized Privacy-Preserving Ad Platform with Reporting Integrity
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نشر من قبل
Panagiotis Papadopoulos
تاريخ النشر
2021
مجال البحث
الهندسة المعلوماتية
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English
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Online advertising fuels the (seemingly) free internet. However, although users can access most of the web services free of charge, they pay a heavy coston their privacy. They are forced to trust third parties and intermediaries, who not only collect behavioral data but also absorb great amounts of ad revenues. Consequently, more and more users opt out from advertising by resorting to ad blockers, thus costing publishers millions of dollars in lost ad revenues. Albeit there are various privacy-preserving advertising proposals (e.g.,Adnostic, Privad, Brave Ads) from both academia and industry, they all rely on centralized management that users have to blindly trust without being able to audit, while they also fail to guarantee the integrity of the per-formance analytics they provide to advertisers. In this paper, we design and deploy THEMIS, a novel, decentralized and privacy-by-design ad platform that requires zero trust by users. THEMIS (i) provides auditability to its participants, (ii) rewards users for viewing ads, and (iii) allows advertisers to verify the performance and billing reports of their ad campaigns. By leveraging smart contracts and zero-knowledge schemes, we implement a prototype of THEMIS and early performance evaluation results show that it can scale linearly on a multi sidechain setup while it supports more than 51M users on a single-sidechain.
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Online advertising fuels the (seemingly) free internet. However, although users can access most websites free of charge, they need to pay a heavy cost on their privacy and blindly trust third parties and intermediaries that absorb great amounts of ad
revenues and user data. This is one of the reasons users opt out from advertising by resorting ad blockers thatin turn cost publishers millions of dollars in lost adrevenues. Existing privacy-preserving advertising approaches(e.g., Adnostic, Privad, Brave Ads) from both industry and academia cannot guarantee the integrity of the performance analytics they provide to advertisers, while they also rely on centralized management that users have to trust without being able to audit. In this paper, we propose THEMIS, a novel privacy-by-design ad platform that is decentralized and requires zero trust from users. THEMIS (i) provides auditability to all participants, (ii) rewards users for viewing ads, and (iii) allows advertisers to verify the performance and billing reports of their ad campaigns. To demonstrate the feasibility and practicability of our approach, we implemented a prototype of THEMIS using a combination of smart contracts and zero-knowledge schemes. Performance evaluation results show that during adreward payouts, THEMIS can support more than 51M users on a single-sidechain setup or 153M users ona multi-sidechain setup, thus proving that THEMIS scales linearly.
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