For sale : your data

Abstract

Monetizing personal information is a key economic driver of online industry. End-users are becoming more concerned about their privacy, as evidenced by increased media attention. This paper proposes a mechanism called 'transactional' privacy that can be applied to personal information of users. Users decide what personal information about themselves is released and put on sale while receiving compensation for it. Aggregators purchase access to exploit this information when serving ads to a user. Truthfulness and efficiency, attained through an unlimited supply auction, ensure that the interests of all parties in this transaction are aligned. We demonstrate the effectiveness of transactional privacy for web-browsing using a large mobile trace from a major European capital. We integrate transactional privacy in a privacy-preserving system that curbs leakage of information. These mechanisms combine to form a market of personal information that can be managed by a trusted third party.

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