Fundació URV

A new tracking model for Web companies and data brokers

Posted by Fundació URVResponsive · Innovative Products and Technologies · Spain

Summary of the technology

Imagine the possibility of reaching millions of Internet users worldwide and gaining access to their browsing profiles, navigation interests and current and past online preferences. Imagine the possibility of doing it while having their consent and fully respecting their privacy. Imagine the myriad of new opportunities all such tremendous amount of information would create for your business. No need to imagine it, it's a reality, it's pay-per-tracking.

Fundació URV

Description of the technology

Pay-per-tracking is a new tracking model whereby users can monetize their browsing data. The model developed by URV enables users to exert full control over tracking and advertising, and at the same time, it offers Web companies, trackers and data brokers the possibility to have access to complete browsing information through a negotiation process that respects users' privacy preferences.

Pay-per-tracking creates a win-win situation for both users and data brokers. On the one hand, users can have full control over tracking and a real motivation for revealing their browsing profiles. And on the other hand, trackers and brokers have the chance to gain access to a tremendous data marketplace of accurate and updated personal information.

The developed model has been published in a top-tier international journal:

Javier Parra-Arnau, "Optimized, Direct Sale of Privacy in Personal-Data Marketplaces," Elsevier Information Sciences, accepted [PDF]. DOI: 10.1016/j.ins.2017.10.009.

Javier Parra-Arnau, "Pay-per-Tracking: A Collaborative Masking Model for Web Browsing," Elsevier Information Sciences, vol. 385-386, April 2017, pp. 96-124. DOI: 10.1016/j.ins.2016.12.036.

Intellectual property status

Other forms of protection

Current development status

Experimental technologies

Desired business relationship

Technology selling

Technology development

New technology applications

Technology Owner

Unitat de Valorització de la URV

Licensing Manager at Fundació URV

Related keywords

  • Electronics, IT and Telecomms
  • Information Technology/Informatics
  • IT and Telematics Applications
  • privacy
  • browsing data
  • tracking model
  • data brokers

About Fundació URV

Technology Transfer Office from Spain

The Technology Transfer and Innovation Center (CTTi) meets from the University environment the technological needs and services generated by the productive sectors and administration, through the management of Transfer of Technology and Knowledge, the Intellectual and Intellectual Property management, Technology Watch, Entrepreneurship, and Technology Infrastructures Offer (business incubator).

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