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Federating advertisement targeting with Linked Data
Sven Lieber, Ben De Meester, Ruben Verborgh and Anastasia Dimou
Sven Lieber, Ben De Meester, Ruben Verborgh and Anastasia Dimou
Federating advertisement targeting with Linked Data Sven Lieber , - - PowerPoint PPT Presentation
Federating advertisement targeting with Linked Data Sven Lieber , - - PowerPoint PPT Presentation
Federating advertisement targeting with Linked Data Sven Lieber , Ben De Meester, Ruben Verborgh and Anastasia Dimou Federating advertisement targeting with Linked Data Sven Lieber , Ben De Meester, Ruben Verborgh and Anastasia Dimou An online
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An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations
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Although still relying on an identification mechanism, we improve advertising targeting with decentralized knowledge graphs by reusing existing infrastructure which avoids data sharing.
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An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations
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How does online advertising work?
C Content what: promote SEMANTICS conference target: SemWeb researchers between 18 and 60 format: mobile leaderboard
Online Behavioral Advertising (OBA)
Campaign setup Ad serving
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An online advertising example
Publisher A Visitor traits Publisher A Observations Ad Server
E.g. “between_18_and_25”
C User visiting a website with a mobile device Publisher B Visitor traits P u b l i s h e r B O b s e r v a t i
- n
s
E.g. “LD_Expert”
Combined data Data integration what: promote SEMANTICS conference target: SemWeb researchers between 18 and 60 format: mobile leaderboard X Privacy considerations X Competitive disadvantage
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An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations
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EcoDaLo facts
Research in Flanders, Belgium Three complementary funding consortium partners: AdLogix, Pebble Media and Roularta Media Group Partners explaining our solution https://sven-lieber.org/ecodalo-video
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An online advertising example
Publisher A Visitor traits Publisher A Observations Ad Server
E.g. “between_18_and_25”
C User visiting a website with a mobile device Publisher B Visitor traits P u b l i s h e r B O b s e r v a t i
- n
s
E.g. “LD_Expert”
Combined data Data integration what: promote SEMANTICS conference target: SemWeb researchers between 18 and 60 format: mobile leaderboard X Privacy considerations X Competitive disadvantage
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Our approach avoids combination of data
Publisher A Visitor traits Publisher A Observations Ad Server
E.g. “between_18_and_25”
C User visiting a website with a mobile device Publisher B Visitor traits P u b l i s h e r B O b s e r v a t i
- n
s
E.g. “LD_Expert”
what: promote SEMANTICS conference target: SemWeb researchers between 18 and 60 format: mobile leaderboard Federated Querying Only aggregate traits No data is shared Exclusivity of traits (and how observed)
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Our solution is based on declarative semantic mappings
Publisher A Visitor traits
E.g. “between_18_and_25”
Publisher B Visitor traits
E.g. “LD_Expert”
Common Trait Model (SKOS) Ad Server Federated Querying Between_18_and_60 includes between_18_and_25 Taxonomic relations between SemWeb_Expert and LinkedData_Expert or Ontology_Expert C
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An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations
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Our solution compared to other approaches
Local publisher Global publisher (Data) integration (Trait) federation Trait quality Scale Exclusive(privacy) Ease of setup Interoperability Maintainability
X XX XX X X X X X X X X
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An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations
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GDPR-compliant consent needed
Which personal data is used for which purpose; third parties; explicit opt-in
Ethical considerations beyond our technical solution
EcoDaLo assumes good faith of publishers, ethical guidelines exist which need to be considered
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An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations
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More research on describing and using constraints for querying of decentralized knowledge graphs
SvenLieber sven-lieber.org knows.idlab.ugent.be