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This paper introduces adF, a novel system for analyzing the vulnerability of different devices, Operating Systems (OSes), and browsers to web fingerprinting. adF performs its measurements from code inserted in ads. We have used our system…

We undertake a formal study of the value of targeting data to an advertiser. As expected, this value is increasing in the utility difference between realizations of the targeting data and the accuracy of the data, and depends on the…

Variances in ad impression outcomes across demographic groups are increasingly considered to be potentially indicative of algorithmic bias in personalized ads systems. While there are many definitions of fairness that could be applicable in…

Display advertising has traditionally been sold via guaranteed contracts -- a guaranteed contract is a deal between a publisher and an advertiser to allocate a certain number of impressions over a certain period, for a pre-specified price…

Reinforcement learning (RL) presents numerous benefits compared to rule-based approaches in various applications. Privacy concerns have grown with the widespread use of RL trained with privacy-sensitive data in IoT devices, especially for…

Evaluating the usefulness of data before purchase is essential when obtaining data for high-quality machine learning models, yet both model builders and data providers are often unwilling to reveal their proprietary assets. We present…

The "free trial" followed by automatic renewal is a dominant business model in the digital economy. Standard models explain trials as a mechanism for consumers to learn their valuation for a product. We propose a complementary theory based…

In today's online advertising markets, a crucial requirement for an advertiser is to control her total expenditure within a time horizon under some budget. Among various budget control methods, throttling has emerged as a popular choice,…

Local Differential Privacy (LDP) has emerged as a widely adopted privacy-preserving technique in modern data analytics, enabling users to share statistical insights while maintaining robust privacy guarantees. However, current LDP…

In this article, we present a general approach to personalizing ads through encoding and learning from variable-length sequences of recent user actions and diverse representations. To this end we introduce a three-component module called…

Pricing a rental property on Airbnb is a challenging task for the owner as it determines the number of customers for the place. On the other hand, customers have to evaluate an offered price with minimal knowledge of an optimal value for…

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…

Bidding is a key element of search advertising, but the variation in bidders' valuations and strategies is often overlooked. Disclosing bid information helps uncover this heterogeneity and enables platforms to tailor their disclosure…

Prestigious news publishers, and more recently, Meta, have begun to request that users pay for privacy. Specifically, users receive a notification banner, referred to as a pay-or-tracking wall, that requires them to (i) pay money to avoid…

With the advent and increasing consolidation of e-commerce, digital advertising has very recently replaced traditional advertising as the main marketing force in the economy. In the past four years, a particularly important development in…

Data protection regulations, such as GDPR and CCPA, require websites and embedded third-parties, especially advertisers, to seek user consent before they can collect and process user data. Only when the users opt in, can these entities…

Existing auto-bidding algorithms in digital advertising often treat the value of an ad opportunity as the revenue obtained when an ad is shown and/or clicked, and bid accordingly. This can lead to wasteful spending because the true value is…

Group-buying ads seeking a minimum number of customers before the deal expiry are increasingly used by the daily-deal providers. Unlike the traditional web ads, the advertiser's profits for group-buying ads depends on the time to expiry and…

In the realm of online advertising, accurately predicting the conversion rate (CVR) is crucial for enhancing advertising efficiency and user satisfaction. This paper addresses the challenge of CVR prediction while adhering to user privacy…

To partly address people's concerns over web tracking, Google has created the Ad Settings webpage to provide information about and some choice over the profiles Google creates on users. We present AdFisher, an automated tool that explores…