Your Browsing Behavior for a Big Mac: Economics of Personal Information Online

Provided by: Association for Computing Machinery
Topic: Security
Format: PDF
Most online service providers offer free services to users and in part, these services collect and monetize Personally Identifiable Information (PII), primarily via targeted advertisements. Against this backdrop of economic exploitation of PII, it is vital to understand the value that users put to their own PII. Although studies have tried to discover how users value their privacy, little is known about how users value their PII while browsing, or the exploitation of their PII.

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