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THEMIS: Decentralized and Trustless Ad Platform with Reporting Integrity
arXiv - CS - Cryptography and Security Pub Date : 2020-07-10 , DOI: arxiv-2007.05556
Gon\c{c}alo Pestana, I\~nigo Querejeta-Azurmendi, Panagiotis Papadopoulos, Benjamin Livshits

Online advertising fuels the (seemingly) free internet. However, although users can access most websites free of charge, they need to pay a heavy cost on their privacy and blindly trust third parties and intermediaries that absorb great amounts of adrevenues and user data. This is one of the reasons users opt out from advertising by resorting ad blockers thatin turn cost publishers millions of dollars in lost adrevenues. Existing privacy-preserving advertising approaches(e.g., Adnostic, Privad, Brave Ads) from both industry and academia cannot guarantee the integrity of the performance analytics they provide to advertisers, while they also rely on centralized management that users have to trust without being able to audit. In this paper, we propose THEMIS, a novel privacy-by-design ad platform that is decentralized and requires zero trust from users. THEMIS (i) provides auditability to all participants, (ii) rewards users for viewing ads, and (iii) allows advertisers to verify the performance and billing reports of their ad campaigns. To demonstrate the feasibility and practicability of our approach, we implemented a prototype of THEMIS using a combination of smart contracts and zero-knowledge schemes. Performance evaluation results show that during adreward payouts, THEMIS can support more than 51M users on a single-sidechain setup or 153M users ona multi-sidechain setup, thus proving that THEMIS scales linearly.

中文翻译:

THEMIS:具有报告完整性的去中心化且无需信任的广告平台

在线广告推动了(看似)免费的互联网。然而,尽管用户可以免费访问大多数网站,但他们需要为自己的隐私付出沉重的代价,并且盲目信任吸收了大量广告收入和用户数据的第三方和中介机构。这是用户通过使用广告拦截器选择退出广告的原因之一,这反过来又使发布商损失了数百万美元的广告收入。来自工业界和学术界的现有隐私保护广告方法(例如 Adnostic、Privad、Brave Ads)无法保证它们提供给广告商的性能分析的完整性,同时它们还依赖于用户必须信任的集中管理而无法审计。在本文中,我们提出 THEMIS,一个新颖的隐私设计广告平台,它是分散的,需要用户的零信任。THEMIS (i) 为所有参与者提供可审计性,(ii) 奖励查看广告的用户,以及 (iii) 允许广告商验证其广告活动的绩效和计费报告。为了证明我们方法的可行性和实用性,我们使用智能合约和零知识方案的组合实现了 THEMIS 的原型。性能评估结果表明,在奖励支付过程中,THEMIS 可以在单侧链设置上支持超过 5100 万用户或在多侧链设置上支持 1.53 亿用户,从而证明 THEMIS 是线性扩展的。(iii) 允许广告商验证其广告活动的效果和计费报告。为了证明我们方法的可行性和实用性,我们使用智能合约和零知识方案的组合实现了 THEMIS 的原型。性能评估结果表明,在奖励支付过程中,THEMIS 可以在单侧链设置上支持超过 5100 万用户或在多侧链设置上支持 1.53 亿用户,从而证明 THEMIS 是线性扩展的。(iii) 允许广告商验证其广告活动的效果和计费报告。为了证明我们方法的可行性和实用性,我们使用智能合约和零知识方案的组合实现了 THEMIS 的原型。性能评估结果表明,在奖励支付过程中,THEMIS 可以在单侧链设置上支持超过 5100 万用户或在多侧链设置上支持 1.53 亿用户,从而证明 THEMIS 是线性扩展的。
更新日期:2020-08-05
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