Constructing User Profiles Based on Visited Websites

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Title: Constructing User Profiles Based on Visited Websites

Digital advertising exchanges are a major component of today’s Internet providing mechanisms that decide which ads will be displayed on publishers’ websites. These mechanisms often depend on the Real Time Bidding (RTB) protocol used in real time auctions. Advertisers select their bids based on criteria that include a potentially detailed profile of the user visiting the website in real time.

During the REU project, the student will: • Become familiar with the taxonomies created to categorize users based on both their online and offline activities. • Discover connections between digital advertising practices and user privacy. • Develop algorithms mapping websites that someone visits to specific taxonomies with high likelihood. • Evaluate the developed methodology with rigorous scientific criteria.

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