The PRIVESHIELD browser extension automatically creates isolated profiles to group websites based on browsing habits and interactions, blocking cross-site tracking and cookie-matching used for targeted ads.
All about PriveShield
Evaluation results reveal that PRIVESHIELD is over 90% effective at blocking ad exchanges from sharing user data.
In Real-time Bidding (RTB), ad exchanges connect Supply-side Platforms (SSPs), which handle ad inventory for publishers, with Demand-side Platforms (DSPs), which manage ad campaigns for advertisers.
During an RTB auction, DSPs bid on ad impressions using user data collected through cookies. Cookie syncing allows SSPs and DSPs to share this data, enabling DSPs to target ads based on users’ interests and demographics.
Retargeted advertising relies on third-party cookies for cookie syncing, enabling advertisers to track users across websites. However, browsers can block these cookies, limiting cookie syncing’s effectiveness.
PRIVESHIELD disrupts cross-origin tracking by isolating website data into separate profiles, preventing ad exchanges from using cookie-matching for retargeting practices.
PRIVESHIELD creates separate profiles for frequently visited websites, sites where users spend more time, interactive sites, and those in specific categories.
It determines the appropriate profile for a website based on browsing history, time spent, and user interaction. Cookies for each profile are stored separately in isolated storage, ensuring privacy when switching between profiles.
PRIVESHIELD is a browser extension that protects users from retargeted ads by creating isolated profiles for different websites. It uses event listeners to track user interactions and stores cookies in separate profiles.
Testing in real-world scenarios showed that PRIVESHIELD effectively reduces retargeted ads with minimal performance impact.
The research highlights PRIVESHIELD as a privacy tool that disrupts cookie-syncing for ads by reusing existing browser functions to isolate cookies, ensuring minimal impact on performance and user experience.
PRIVESHIELD creates profiles for websites to block cross-site data sharing, making retargeting less effective. The evaluation showed fewer retargeted ads, but fingerprinting is still an issue. Future work will focus on fingerprinting avoidance while maintaining a lightweight design.
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