DataBank: An Economics Based Privacy Preserving System for Distributing Relevant Advertising and Content
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Overview: The success of advertising business models on the web has highlighted the tension between privacy and advertising relevance. This HP paper presents DataBank, a system designed to simultaneously achieve as much privacy and control for user data as possible, while allowing for some of the benefits of personalization based on private data. Within the system, the benefits depend on advertisers sending messages that are likely to be relevant and useful to recipients.