Towards secure and practical targeted mobile advertising

Jinghua Jiang, Xiaolin Gui, Zhenkui Shi, Xingliang Yuan, Cong Wang

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearch

3 Citations (Scopus)


Mobile advertising has become a key economic force with the growing mobile app markets, Targeted advertising has been attracting the attention of business and research communities because of its high return on investment, However, the fact that it requires continuous collection of user profiles raises severe privacy concerns, In this paper, we propose a secure and practical mobile advertising architecture, which aims to enable targeted advertising over encrypted mobile user profiles, The proposed idea is based upon a cryptographic primitive, i.e., private stream searching (PSS), We first propose a basic construction of secure targeted mobile advertising, Thorough analysis shows that our basic design achieves semantic security, After that, we introduce a number of techniques to make our design more efficient for mobile devices, Experimental results demonstrate the practicality of our proposed architecture.

Original languageEnglish
Title of host publicationProceedings - 11th International Conference on Mobile Ad-Hoc and Sensor Networks, MSN 2015
Subtitle of host publication16–18 December 2015 Shenzhen, China
EditorsHongwei Du, Giuseppe Anastasi , Kui Ren
Place of PublicationPiscataway NJ USA
PublisherIEEE, Institute of Electrical and Electronics Engineers
Number of pages10
ISBN (Electronic)9781509003280, 9781509003297
Publication statusPublished - 2015
Externally publishedYes
EventIEEE International Conference on Mobile Ad-hoc and Sensor Networks (MSN) 2015 - Shenzhen, China
Duration: 16 Dec 201518 Dec 2015
Conference number: 11th


ConferenceIEEE International Conference on Mobile Ad-hoc and Sensor Networks (MSN) 2015
Abbreviated titleMSN15


  • Mobile Advertising
  • Practicality
  • Privacy
  • Private Stream Searching

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