Privacy Preserving in Personalized Mobile Marketing

With the popularity of smart portable devices and advances in wireless technologies, mobile marketing increases quickly. Among various methods, short message is regarded as the most efficient mode. While mobile advertising enhances communication with consumers, the messages without a required permission cause privacy violations. So, how to simultaneously supporting personalization and privacy preserving in mobile marketing is a challenging problem. In this paper, we investigate this problem and propose a Privacy Preserving Model for Personalized Mobile Marketing (PPMM ), that can protect both users’ preferences and location privacy while supporting personalization in mobile marketing. We propose an efficient coding method to manage hierarchical categories and users’ preferences. We also investigate how such a model can be applied into practice and implement a prototype.