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ProMark : Ensuring Transparency and Privacy-Awareness in Proximity Marketing Advertising Campaigns
Citation Link: https://doi.org/10.15480/882.13832
Publikationstyp
Journal Article
Date Issued
2024
Sprache
English
Author(s)
TORE-DOI
Volume
22
Issue
3
Start Page
2119
End Page
2131
Citation
IEEE Transactions on Dependable and Secure Computing 22 (3): 2119-2131 (2025)
Publisher DOI
Scopus ID
Publisher
IEEE
Advertising campaigns are crucial in business development, but most marketing techniques target online purchases (e.g., Google Adsense) and rely on a centralized architecture to store and process the campaign's data and check its effectiveness. Recently, proximity marketing has become more popular thanks to the widespread use of smartphones. It exploits the short-range communication (e.g., Bluetooth) between smartphones and beacon devices to collect and send marketing information to customers. However, this might create privacy issues for customers due to the potential leakage of sensitive information (such as locations associated with time). In this paper, we propose ProMark, a privacy-aware blockchain-based platform to verify the effectiveness of proximity marketing campaigns by ensuring transparency, decentralization, and privacy in the measurement process. We implemented ProMark and carried out experiments that show that ProMark can be used in super-regional malls even during peak hours.
DDC Class
004: Computer Sciences
Publication version
publishedVersion
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Name
ProMark_Ensuring_Transparency_and_Privacy-Awareness_in_Proximity_Marketing_Advertising_Campaigns.pdf
Type
Main Article
Size
1.2 MB
Format
Adobe PDF