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The privacy of an individual is bounded by the ability of a third party toreveal their identity. Certain data items such as a passport ID or a mobilephone number may be used to uniquely identify a person. These are referred toas Personal Identifiable Information (PII) items. Previous literature has alsoreported that, in datasets including millions of users, a combination ofseveral non-PII items (which alone are not enough to identify an individual)can uniquely identify an individual within the dataset. In this paper, wedefine a data-driven model to quantify the number of interests from a user thatmake them unique on Facebook. To the best of our knowledge, this represents thefirst study of individuals' uniqueness at the world population scale. Besides,users' interests are actionable non-PII items that can be used to define adcampaigns and deliver tailored ads to Facebook users. We run an experimentthrough 21 Facebook ad campaigns that target three of the authors of this paperto prove that, if an advertiser knows enough interests from a user, theFacebook Advertising Platform can be systematically exploited to deliver adsexclusively to a specific user. We refer to this practice as nanotargeting.Finally, we discuss the harmful risks associated with nanotargeting such aspsychological persuasion, user manipulation, or blackmailing, and provideeasily implementable countermeasures to preclude attacks based on nanotargetingcampaigns on Facebook.

Unique on Facebook: Formulation and Evidence of (Nano)targeting Individual Users with non-PII Data