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Federating advertisement targeting with Linked Data

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The presentation of our paper "EcoDaLo: Federating advertisement targeting with Linked Data" presented at the SEMANTiCS conference 2020.

Joint work with Ben De Meester, Ruben Verborgh and Anastasia Dimou.

The related video is online available at YouTube: https://www.youtube.com/watch?v=XP4Eq3eJfeA

Published in: Data & Analytics
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Federating advertisement targeting with Linked Data

  1. 1. Federating advertisement targeting with Linked Data Sven Lieber, Ben De Meester, Ruben Verborgh and Anastasia Dimou
  2. 2. Sven Lieber, Ben De Meester, Ruben Verborgh and Anastasia Dimou Federating advertisement targeting with Linked Data
  3. 3. An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations 3
  4. 4. Although still relying on an identification mechanism, we improve advertising targeting with decentralized knowledge graphs by reusing existing infrastructure which avoids data sharing.
  5. 5. An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations 5
  6. 6. How does online advertising work? C Content what: promote SEMANTICS conference target: SemWeb researchers between 18 and 60 format: mobile leaderboard Online Behavioral Advertising (OBA) Campaign setup Ad serving
  7. 7. An online advertising example Publisher A Visitor traits Publisher A Observations Ad Server E.g. “between_18_and_25” C User visiting a website with a mobile device Publisher B Visitor traits Publisher BObservationsE.g. “LD_Expert” Combined data Data integration what: promote SEMANTICS conference target: SemWeb researchers between 18 and 60 format: mobile leaderboard X Privacy considerations X Competitive disadvantage
  8. 8. An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations 8
  9. 9. EcoDaLo facts Research in Flanders, Belgium Three complementary funding consortium partners: AdLogix, Pebble Media and Roularta Media Group Partners explaining our solution https://sven-lieber.org/ecodalo-video
  10. 10. An online advertising example Publisher A Visitor traits Publisher A Observations Ad Server E.g. “between_18_and_25” C User visiting a website with a mobile device Publisher B Visitor traits Publisher BObservationsE.g. “LD_Expert” Combined data Data integration what: promote SEMANTICS conference target: SemWeb researchers between 18 and 60 format: mobile leaderboard X Privacy considerations X Competitive disadvantage
  11. 11. Our approach avoids combination of data Publisher A Visitor traits Publisher A Observations Ad Server E.g. “between_18_and_25” C User visiting a website with a mobile device Publisher B Visitor traits Publisher BObservationsE.g. “LD_Expert” what: promote SEMANTICS conference target: SemWeb researchers between 18 and 60 format: mobile leaderboard Federated Querying Only aggregate traits No data is shared Exclusivity of traits (and how observed)
  12. 12. Our solution is based on declarative semantic mappings Publisher A Visitor traits E.g. “between_18_and_25” Publisher B Visitor traits E.g. “LD_Expert” Common Trait Model (SKOS) Ad Server Federated Querying Between_18_and_60 includes between_18_and_25 Taxonomic relations between SemWeb_Expert and LinkedData_Expert or Ontology_Expert C
  13. 13. An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations 13
  14. 14. Our solution compared to other approaches Local publisher Global publisher (Data) integration (Trait) federation Trait quality Scale Exclusive(privacy) Ease of setup Interoperability Maintainability X XX XX X X X X X XXX
  15. 15. An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations 15
  16. 16. GDPR-compliant consent needed Which personal data is used for which purpose; third parties; explicit opt-in Ethical considerations beyond our technical solution EcoDaLo assumes good faith of publishers, ethical guidelines exist which need to be considered
  17. 17. An online advertising example Federated querying with EcoDaLo Comparison of different approaches Privacy and ethics considerations 17
  18. 18. More research on describing and using constraints for querying of decentralized knowledge graphs SvenLieber sven-lieber.orgknows.idlab.ugent.be

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