A novel framework for privacy preserving ad-free social networking

Abstract

With over billion users logging into Social Networking sites (SNS) like Facebook and Google everyday, world has truly become a global village. Huge amounts of personal data is being generated and collected each day during this process. Current business model of SNS involves in analysing this user generated data; displaying customized content and tailor made advertisements. Along with this, they may leverage on external revenue generating mechanisms as well. This gives rise to several data security and privacy concerns. Some of the litigations that SNS have been involved in recent years are a witness to it. Hence, there is an urgent need to define holistic privacy preserving regulations to curb this. Technically feasible solutions that empower users to protect their privacy are need of the hour. Solution should be robust and secure while providing scope for service providers to sustain and grow their business and revenue. Current work is a step towards achieving privacy preserving social networking. Proposed novel framework describes an architecture to provide users of service an option to securely opt-out of sharing personal data with SNS, there by avoiding being targets of behavioral advertising; yet ensuring revenue generation for SNS. We also try to bring out the necessity of updating consumer data privacy and security laws around the world.