Transparency and Control over Online Advertising

  • Fundació URV
  • From Spain
  • Responsive
  • Innovative Products and Technologies

Summary of the technology

The most popular tools for ad control nowadays are blockers, which remove any form of advertising and thus are against the business model that sustains the Web nowadays. Unlike this radical approach, MyAdChoices is a tool that brings transparency and real control over advertising by allowing users to make informed and equitable decision regarding ad blocking, and by enabling them to exert fine-grained control over advertising.

Fundació URV

Details of the Technology Offer

MyAdChoices a smart Web technology that can bring transparency to online advertising and help users enforce their own choices over ads. The technology provides transparency and blocking services all in real-time, and on the user side.

In terms of transparency, MyAdChoices enables users (1) to learn if the ads delivered to them may have been targeted on the basis of their browsing profiles, and (2) to find out whether such profiles may be revealing unique browsing patterns.

In terms of ad blocking, the developed system allows users to filter out interest-based, non-interested-based and retargeted ads per topic category (e.g., sports, health, cars), and to specify blocking conditions based on profile uniqueness.

The developed technology is implemented as a Web-browser extension for Google Chrome. Unlike few previous work on Web transparency, MyAdChoices is intended for end-users, departs from a more faithful, accurate model of the ad-delivery process, allows for its intricacy and the recently established RTB scheme, and relies on a mathematically grounded methodology.

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

Javier Parra-Arnau, Jagdish Prasad Achara, Claude Castelluccia, "MyAdChoices: Bringing Transparency and Control to Online Advertising," ACM Transactions on the Web, vol. 11, no. 1, March 2017. DOI: 10.1145/2996466.

Intellectual property status

Other forms of protection

Current development status

Working prototypes

Desired business relationship

Technology selling

Patent licensing

Joint ventures

Technology development

New technology applications

Related Keywords

  • Data Processing / Data Interchange, Middleware
  • Web semantics
  • advertising
  • transparency
  • web-browser
  • web technology
  • ad blocking

About Fundació URV

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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