{"id":"https://openalex.org/W7125638639","doi":"https://doi.org/10.56553/popets-2026-0023","title":"Making Sense of Private Advertising: A Principled Approach to a Complex Ecosystem","display_name":"Making Sense of Private Advertising: A Principled Approach to a Complex Ecosystem","publication_year":2026,"publication_date":"2026-01-01","ids":{"openalex":"https://openalex.org/W7125638639","doi":"https://doi.org/10.56553/popets-2026-0023"},"language":null,"primary_location":{"id":"doi:10.56553/popets-2026-0023","is_oa":true,"landing_page_url":"https://doi.org/10.56553/popets-2026-0023","pdf_url":"https://petsymposium.org/popets/2026/popets-2026-0023.pdf","source":{"id":"https://openalex.org/S4210183172","display_name":"Proceedings on Privacy Enhancing Technologies","issn_l":"2299-0984","issn":["2299-0984"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320322","host_organization_name":"De Gruyter Open","host_organization_lineage":["https://openalex.org/P4310320322","https://openalex.org/P4310313990"],"host_organization_lineage_names":["De Gruyter Open","De Gruyter"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings on Privacy Enhancing Technologies","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://petsymposium.org/popets/2026/popets-2026-0023.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5082309689","display_name":"Kyle Hogan","orcid":null},"institutions":[{"id":"https://openalex.org/I63966007","display_name":"Massachusetts Institute of Technology","ror":"https://ror.org/042nb2s44","country_code":"US","type":"education","lineage":["https://openalex.org/I63966007"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Kyle Hogan","raw_affiliation_strings":["Massachusetts Institute of Technology"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Massachusetts Institute of Technology","institution_ids":["https://openalex.org/I63966007"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5018751868","display_name":"Alishah Chator","orcid":null},"institutions":[{"id":"https://openalex.org/I141810926","display_name":"Baruch College","ror":"https://ror.org/023qavy03","country_code":"US","type":"education","lineage":["https://openalex.org/I141810926"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Alishah Chator","raw_affiliation_strings":["Baruch College"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Baruch College","institution_ids":["https://openalex.org/I141810926"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5091589622","display_name":"Gabriel Kaptchuk","orcid":"https://orcid.org/0000-0002-8886-4748"},"institutions":[{"id":"https://openalex.org/I66946132","display_name":"University of Maryland, College Park","ror":"https://ror.org/047s2c258","country_code":"US","type":"education","lineage":["https://openalex.org/I66946132"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Gabriel Kaptchuk","raw_affiliation_strings":["University of Maryland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Maryland","institution_ids":["https://openalex.org/I66946132"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5073378468","display_name":"Mayank Varia","orcid":"https://orcid.org/0000-0002-7460-3272"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Mayank Varia","raw_affiliation_strings":["Boston University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Boston University","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5000525449","display_name":"Srinivas Devadas","orcid":"https://orcid.org/0000-0001-8253-7714"},"institutions":[{"id":"https://openalex.org/I63966007","display_name":"Massachusetts Institute of Technology","ror":"https://ror.org/042nb2s44","country_code":"US","type":"education","lineage":["https://openalex.org/I63966007"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Srinivas Devadas","raw_affiliation_strings":["Massachusetts Institute of Technology"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Massachusetts Institute of Technology","institution_ids":["https://openalex.org/I63966007"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.06686977,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"2026","issue":"1","first_page":"450","last_page":"469"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11045","display_name":"Privacy, Security, and Data Protection","score":0.6787999868392944,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11045","display_name":"Privacy, Security, and Data Protection","score":0.6787999868392944,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.036400001496076584,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11437","display_name":"Digital Platforms and Economics","score":0.02500000037252903,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/information-privacy","display_name":"Information privacy","score":0.5361999869346619},{"id":"https://openalex.org/keywords/order","display_name":"Order (exchange)","score":0.5336999893188477},{"id":"https://openalex.org/keywords/pipeline","display_name":"Pipeline (software)","score":0.4375},{"id":"https://openalex.org/keywords/privacy-by-design","display_name":"Privacy by Design","score":0.4203999936580658},{"id":"https://openalex.org/keywords/private-information-retrieval","display_name":"Private information retrieval","score":0.41749998927116394},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.4099000096321106},{"id":"https://openalex.org/keywords/privacy-software","display_name":"Privacy software","score":0.4025000035762787}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6144000291824341},{"id":"https://openalex.org/C123201435","wikidata":"https://www.wikidata.org/wiki/Q456632","display_name":"Information privacy","level":2,"score":0.5361999869346619},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.5336999893188477},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.4876999855041504},{"id":"https://openalex.org/C43521106","wikidata":"https://www.wikidata.org/wiki/Q2165493","display_name":"Pipeline (software)","level":2,"score":0.4375},{"id":"https://openalex.org/C193934123","wikidata":"https://www.wikidata.org/wiki/Q7246028","display_name":"Privacy by Design","level":3,"score":0.4203999936580658},{"id":"https://openalex.org/C99221444","wikidata":"https://www.wikidata.org/wiki/Q1532069","display_name":"Private information retrieval","level":2,"score":0.41749998927116394},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.4099000096321106},{"id":"https://openalex.org/C509729295","wikidata":"https://www.wikidata.org/wiki/Q7246032","display_name":"Privacy software","level":3,"score":0.4025000035762787},{"id":"https://openalex.org/C18762648","wikidata":"https://www.wikidata.org/wiki/Q42213","display_name":"Work (physics)","level":2,"score":0.37389999628067017},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.3630000054836273},{"id":"https://openalex.org/C2780385302","wikidata":"https://www.wikidata.org/wiki/Q367158","display_name":"Protocol (science)","level":3,"score":0.3544999957084656},{"id":"https://openalex.org/C3017597292","wikidata":"https://www.wikidata.org/wiki/Q25052250","display_name":"Privacy protection","level":2,"score":0.31349998712539673},{"id":"https://openalex.org/C2776608160","wikidata":"https://www.wikidata.org/wiki/Q4785462","display_name":"Natural (archaeology)","level":2,"score":0.29179999232292175},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.29170000553131104},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.28870001435279846},{"id":"https://openalex.org/C169093310","wikidata":"https://www.wikidata.org/wiki/Q3702971","display_name":"Personally identifiable information","level":2,"score":0.2727999985218048},{"id":"https://openalex.org/C102938260","wikidata":"https://www.wikidata.org/wiki/Q1999831","display_name":"Privacy policy","level":3,"score":0.2551000118255615},{"id":"https://openalex.org/C137822555","wikidata":"https://www.wikidata.org/wiki/Q2587068","display_name":"Information sensitivity","level":2,"score":0.25099998712539673}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.56553/popets-2026-0023","is_oa":true,"landing_page_url":"https://doi.org/10.56553/popets-2026-0023","pdf_url":"https://petsymposium.org/popets/2026/popets-2026-0023.pdf","source":{"id":"https://openalex.org/S4210183172","display_name":"Proceedings on Privacy Enhancing Technologies","issn_l":"2299-0984","issn":["2299-0984"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320322","host_organization_name":"De Gruyter Open","host_organization_lineage":["https://openalex.org/P4310320322","https://openalex.org/P4310313990"],"host_organization_lineage_names":["De Gruyter Open","De Gruyter"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings on Privacy Enhancing Technologies","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.56553/popets-2026-0023","is_oa":true,"landing_page_url":"https://doi.org/10.56553/popets-2026-0023","pdf_url":"https://petsymposium.org/popets/2026/popets-2026-0023.pdf","source":{"id":"https://openalex.org/S4210183172","display_name":"Proceedings on Privacy Enhancing Technologies","issn_l":"2299-0984","issn":["2299-0984"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320322","host_organization_name":"De Gruyter Open","host_organization_lineage":["https://openalex.org/P4310320322","https://openalex.org/P4310313990"],"host_organization_lineage_names":["De Gruyter Open","De Gruyter"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings on Privacy Enhancing Technologies","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/15","display_name":"Life in Land","score":0.4659814238548279}],"awards":[{"id":"https://openalex.org/G2548066523","display_name":"SaTC: CORE: Medium: Towards a Universal Cryptographic Acceleration System","funder_award_id":"2330065","funder_id":"https://openalex.org/F4320306076","funder_display_name":"National Science Foundation"},{"id":"https://openalex.org/G2907807980","display_name":"SaTC: CORE: Medium: Secure outsourced analytics in untrusted clouds","funder_award_id":"2209194","funder_id":"https://openalex.org/F4320306076","funder_display_name":"National Science Foundation"},{"id":"https://openalex.org/G4481899174","display_name":"CIVIC-PG Track B: Economic Resiliency through Mechanism Design and Secure Computing: MainStreetPulse: An Early Warning Platform for Monitoring and Supporting Main Street Businesses","funder_award_id":"2228610","funder_id":"https://openalex.org/F4320306076","funder_display_name":"National Science Foundation"},{"id":"https://openalex.org/G639234436","display_name":null,"funder_award_id":"HR00112020021","funder_id":"https://openalex.org/F4320332180","funder_display_name":"Defense Advanced Research Projects Agency"},{"id":"https://openalex.org/G736507843","display_name":"SaTC: Small: Core: Using Markets to Address Manipulated Information Online","funder_award_id":"2217770","funder_id":"https://openalex.org/F4320306076","funder_display_name":"National Science Foundation"},{"id":"https://openalex.org/G7957552167","display_name":"SaTC: CORE: Medium: Collaborative: Hardening Off-the-Shelf Software Against Side Channel Attacks","funder_award_id":"1955270","funder_id":"https://openalex.org/F4320306076","funder_display_name":"National Science Foundation"}],"funders":[{"id":"https://openalex.org/F4320306076","display_name":"National Science Foundation","ror":"https://ror.org/021nxhr62"},{"id":"https://openalex.org/F4320332180","display_name":"Defense Advanced Research Projects Agency","ror":"https://ror.org/02caytj08"}],"has_content":{"pdf":true,"grobid_xml":false},"content_urls":{"pdf":"https://content.openalex.org/works/W7125638639.pdf"},"referenced_works_count":0,"referenced_works":[],"related_works":[],"abstract_inverted_index":{"In":[0],"this":[1],"work,":[2],"we":[3,92,126],"model":[4],"the":[5,9,20,67,79,90,108,116,137,165,169],"end-to-end":[6,170],"pipeline":[7],"of":[8,23,64,81,111,140,168],"advertising":[10,25,104,158,171],"ecosystem,":[11,105],"allowing":[12],"us":[13],"to":[14,58,60,74,88,107,162],"identify":[15,148],"two":[16],"main":[17],"issues":[18],"with":[19,176],"current":[21],"trajectory":[22],"private":[24],"proposals.":[26],"First,":[27],"prior":[28],"work":[29],"has":[30,44],"largely":[31],"considered":[32],"ad":[33],"targeting":[34],"and":[35],"engagement":[36],"metrics":[37],"individually":[38],"rather":[39],"than":[40],"in":[41,46,55,124,133,143,160],"composition.":[42],"This":[43],"resulted":[45],"privacy":[47,65,96,129,166,178],"notions":[48],"that,":[49],"while":[50],"reasonable":[51],"for":[52,66,99],"each":[53],"protocol":[54],"isolation,":[56],"fail":[57],"compose":[59],"a":[61,70,144],"natural":[62],"notion":[63,139],"ecosystem":[68],"as":[69],"whole,":[71],"permitting":[72],"advertisers":[73],"extract":[75],"new":[76,151],"information":[77],"about":[78],"audience":[80],"their":[82],"advertisements.":[83],"The":[84],"second":[85],"issue":[86],"serves":[87],"explain":[89],"first:":[91],"prove":[93],"that":[94,120,149,164],"perfect":[95],"is":[97,122],"impossible":[98],"any,":[100],"even":[101],"minimally,":[102],"useful":[103],"due":[106],"advertisers'":[109],"expectation":[110],"conducting":[112],"market":[113],"research":[114],"on":[115,136],"results.":[117],"Having":[118],"demonstrated":[119],"leakage":[121],"inherent":[123],"advertising,":[125,134],"re-examine":[127],"what":[128],"could":[130],"realistically":[131],"mean":[132],"building":[135],"well-established":[138],"sensitive":[141],"data":[142],"specific":[145],"context.":[146],"We":[147],"fundamentally":[150],"approaches":[152],"are":[153,173],"needed":[154],"when":[155],"designing":[156],"privacy-preserving":[157],"subsystems":[159],"order":[161],"ensure":[163],"properties":[167],"system":[172],"well":[174],"aligned":[175],"people's":[177],"desires.":[179]},"counts_by_year":[],"updated_date":"2026-05-21T06:26:12.895304","created_date":"2026-01-26T00:00:00"}