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A consumer-dependent (business-to-consumer) organization tends to present itself as possessing a set of human qualities, which is termed as the brand personality of the company. The perception is impressed upon the consumer through the…
Network communication using the Internet Protocol (IP) is a pillar of modern Internet applications. IP allows data packets to travel the world through a complex set of interconnected computer networks managed by different operators. How…
We consider hundreds of thousands of individual economic transactions to ask: how predictable are consumers in their merchant visitation patterns? Our results suggest that, in the long-run, much of our seemingly elective activity is…
Getting deeper insights into the online browsing behavior of Web users has been a major research topic since the advent of the WWW. It provides useful information to optimize website design, Web browser design, search engines offerings, and…
User privacy can be compromised by matching user data traces to records of their previous behavior. The matching of the statistical characteristics of traces to prior user behavior has been widely studied. However, an adversary can also…
With the recent surge of social networks like Facebook, new forms of recommendations have become possible - personalized recommendations of ads, content, and even new friend and product connections based on one's social interactions. Since…
This thesis contributes a structured inquiry into the open actuarial mathematics problem of modelling user behaviour using machine learning methods, in order to predict purchase intent of non-life insurance products. It is valuable for a…
The prevalence of e-commerce has made detailed customers' personal information readily accessible to retailers, and this information has been widely used in pricing decisions. When involving personalized information, how to protect the…
Click prediction is one of the fundamental problems in sponsored search. Most of existing studies took advantage of machine learning approaches to predict ad click for each event of ad view independently. However, as observed in the…
The overturning of the Internet Privacy Rules by the Federal Communications Commissions (FCC) in late March 2017 allows Internet Service Providers (ISPs) to collect, share and sell their customers' Web browsing data without their consent.…
A data intermediary acquires signals from individual consumers regarding their preferences. The intermediary resells the information in a product market wherein firms and consumers tailor their choices to the demand data. The social…
In this work we study for the first time the interaction between marketing and network effects. We build a model in which the online firm starts with an initial user base and controls the growth of the user base by choosing the intensity of…
Web usage mining: automatic discovery of patterns in clickstreams and associated data collected or generated as a result of user interactions with one or more Web sites. This paper describes web usage mining for our college log files to…
Online users generate tremendous amounts of data. To better serve users, it is required to share the user-related data among researchers, advertisers and application developers. Publishing such data would raise more concerns on user…
Lawmakers around the country are crafting new laws to target "dark patterns" -- user interface designs that trick or coerce users into enabling cell phone location tracking, sharing browsing data, initiating automatic billing, or making…
Over the past decade, advertising has emerged as the primary source of revenue for many web sites and apps. In this paper we report a first-of-its-kind study that seeks to broadly understand the features, mechanisms and dynamics of display…
Online Behavioural targeted Advertising (OBA) has risen in prominence as a method to increase the effectiveness of online advertising. OBA operates by associating tags or labels to users based on their online activity and then using these…
In the digital age, e-commerce has transformed the way consumers shop, offering convenience and accessibility. Nevertheless, concerns about the privacy and security of personal information shared on these platforms have risen. In this work,…
Websites employ third-party ads and tracking services leveraging cookies and JavaScript code, to deliver ads and track users' behavior, causing privacy concerns. To limit online tracking and block advertisements, several ad-blocking (black)…
Today, intelligent user interfaces on the web often come in form of recommendation services tailoring content to individual users. Recommendation of web content such as news articles often requires a certain amount of explicit ratings to…