MobiAd (Privacy Preserving Targeted Mobile Advertising)

Advertising is the driving force behind many websites and service providers on the Internet. However the targeted advertising usually comes at a cost: users' privacy. In this project we are working on MobiAd; a scalable, location-aware, person- alised and private advertising system for mobile platforms. 

MobiAd Overview


Narseo Vallina-Rodriguez, Jay Shah, Alessandro Finamore, Yan Grunenberger, Konstantina Papagiannaki, Hamed Haddadi, Jon Crowcroft, “Commercial Break(down): Characterizing Mobile Advertising”, in ACM SIGCOMM Internet Measurement Conference, November 2012

Hamed Haddadi, Pan Hui, Tristan Henderson, Ian Brown, "Targeted Advertising on the Handset: Privacy and Security Challenges", in (Pervasive Advertising), Springer Human-Computer Interaction Series, 2011 (paper)

Iain Parris and Tristan Henderson. Practical privacy-aware opportunistic networking. Proceedings of the British HCI Doctoral Consortium, Newcastle, UK, July 2011.

Hamed Haddadi, Pan Hui, Ian Brown "MobiAd: Private and Scalable Mobile Advertising", in The 5th ACM International Workshop on Mobility in the Evolving Internet Architecture (MobiArch2010), Chicago, Illinois, USA, September 2010 (paper)

Current Students:

Yixuan Fan (BUPT)
Si Lei (BUPT)
Tian Fangzhou (BUPT)
Jingjing Zhang (BUPT)


Hamed Haddadi, Tristan Henderson, Pan Hui and Ian Brown

Former members and students

Iain Parris