Tracking and personalization

Rahat Masood; Shlomo Berkovsky; Mohamed Ali Kaafar

doi:10.1007/978-3-030-82786-1_9

Tracking and personalization

Rahat Masood, Shlomo Berkovsky, Mohamed Ali Kaafar

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

7 Citations (Scopus)

1780 Downloads (Pure)

Abstract

This chapter studies the relationship between two important, often conflicting paradigms of online services: personalization and tracking. The chapter initially focuses on the categories and levels of online personalization, briefly overviewing algorithmic methods applied to achieve these. Then, the chapter turns to online tracking specific to mobile and web technologies, as well as the more advanced behavioral tracking. Following this, the chapter ties the streams of personalization and tracking together and discusses various aspects of their relationships, including the currently deployed tracking methods for personalization. Privacy implications of personalization via online tracking, highlighted by organizations and researchers, are also illustrated. Lastly, this chapter discusses the ways to balance personalization benefits and privacy concerns. This includes the state-of-the-art practices, current challenges, and practical recommendations for system developers willing to strike this balance.

Original language	English
Title of host publication	Modern socio-technical perspectives on privacy
Editors	Bart P. Knijenburg, Xinru Page, Pamela Wisniewski, Heather Richter Lipford, Nicholas Proferes, Jennifer Romano
Place of Publication	Switzerland
Publisher	Springer, Springer Nature
Chapter	9
Pages	171-202
Number of pages	32
ISBN (Electronic)	9783030827861
ISBN (Print)	9783030827854
DOIs	https://doi.org/10.1007/978-3-030-82786-1_9
Publication status	Published - 2022

Bibliographical note

Copyright the Author(s) 2022. Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.

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10.1007/978-3-030-82786-1_9Licence: CC BY

Publisher version (open access)Final published version, 1.13 MBLicence: CC BY

Cite this

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title = "Tracking and personalization",

abstract = "This chapter studies the relationship between two important, often conflicting paradigms of online services: personalization and tracking. The chapter initially focuses on the categories and levels of online personalization, briefly overviewing algorithmic methods applied to achieve these. Then, the chapter turns to online tracking specific to mobile and web technologies, as well as the more advanced behavioral tracking. Following this, the chapter ties the streams of personalization and tracking together and discusses various aspects of their relationships, including the currently deployed tracking methods for personalization. Privacy implications of personalization via online tracking, highlighted by organizations and researchers, are also illustrated. Lastly, this chapter discusses the ways to balance personalization benefits and privacy concerns. This includes the state-of-the-art practices, current challenges, and practical recommendations for system developers willing to strike this balance.",

author = "Rahat Masood and Shlomo Berkovsky and Kaafar, \{Mohamed Ali\}",

note = "Copyright the Author(s) 2022. Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.",

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doi = "10.1007/978-3-030-82786-1\_9",

language = "English",

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pages = "171--202",

editor = "Knijenburg, \{Bart P.\} and Xinru Page and Pamela Wisniewski and \{Richter Lipford\}, Heather and Nicholas Proferes and Jennifer Romano",

booktitle = "Modern socio-technical perspectives on privacy",

publisher = "Springer, Springer Nature",

address = "United States",

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Tracking and personalization. / Masood, Rahat; Berkovsky, Shlomo ; Kaafar, Mohamed Ali.
Modern socio-technical perspectives on privacy. ed. / Bart P. Knijenburg; Xinru Page; Pamela Wisniewski; Heather Richter Lipford; Nicholas Proferes; Jennifer Romano. Switzerland: Springer, Springer Nature, 2022. p. 171-202.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - Tracking and personalization

AU - Masood, Rahat

AU - Berkovsky, Shlomo

AU - Kaafar, Mohamed Ali

N1 - Copyright the Author(s) 2022. Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.

PY - 2022

Y1 - 2022

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AB - This chapter studies the relationship between two important, often conflicting paradigms of online services: personalization and tracking. The chapter initially focuses on the categories and levels of online personalization, briefly overviewing algorithmic methods applied to achieve these. Then, the chapter turns to online tracking specific to mobile and web technologies, as well as the more advanced behavioral tracking. Following this, the chapter ties the streams of personalization and tracking together and discusses various aspects of their relationships, including the currently deployed tracking methods for personalization. Privacy implications of personalization via online tracking, highlighted by organizations and researchers, are also illustrated. Lastly, this chapter discusses the ways to balance personalization benefits and privacy concerns. This includes the state-of-the-art practices, current challenges, and practical recommendations for system developers willing to strike this balance.

UR - https://www.scopus.com/pages/publications/85159160895

U2 - 10.1007/978-3-030-82786-1_9

DO - 10.1007/978-3-030-82786-1_9

M3 - Chapter

SN - 9783030827854

SP - 171

EP - 202

BT - Modern socio-technical perspectives on privacy

A2 - Knijenburg, Bart P.

A2 - Page, Xinru

A2 - Wisniewski, Pamela

A2 - Richter Lipford, Heather

A2 - Proferes, Nicholas

A2 - Romano, Jennifer

PB - Springer, Springer Nature

CY - Switzerland

ER -

Tracking and personalization

Abstract

Bibliographical note

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