Online advertising is a major economic force in the Internet today.
Today's deployments, however, increasingly erode user privacy as
advertising companies increasingly track and target users. In this talk,
we suggest that it is possible to build an advertising system that fits
well into the existing online advertising business model, targets users
extremely well, is very private, and scales well. The key to our
approach is adware: client computers run a local software agent that
profiles the user, requests the appropriate ads, displays the locally,
and reports on views and clicks, all while preserving privacy. This talk
outlines the system design, discusses its pros and cons, and describes
some of our challenges moving ahead