Towards privacy-preserving data trading for web browsing history

The trading of social media data has attracted wide research interests over years. Especially the trading for web browsing histories probably produces tremendous economic value for data consumers when being applied to targeted advertising. However, the disclosure of entire browsing histories, even in form of anonymous datasets poses a huge threat to user privacy. Although some existing solutions have investigated privacy-preserving outsourcing of social media data, unfortunately, they neglected the impact on the data consumer's utility. In this paper, we propose PEATSE, a new Privacy-prEserving dAta Trading framework for web browSing historiEs. It takes users' diverse privacy preferences and the utility of their web browsing histories into consideration. PEATSE perturbs users' detailed browsing times on released browsing records to protect user privacy, while balancing the privacyutility tradeoff. Through real-data based experiments, our analysis and evaluation results demonstrate PEATSE indeed achieves user privacy protection, the data consumer's accuracy requirement, and truthfulness, individual rationality as well as budget balance.