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The intrusiveness and the increasing invasiveness of online advertising have,in the last few years, raised serious concerns regarding user privacy and Webusability. As a reaction to these concerns, we have witnessed the emergence ofa myriad of ad-blocking and anti-tracking tools, whose aim is to return controlto users over advertising. The problem with these technologies, however, isthat they are extremely limited and radical in their approach: users can onlychoose either to block or allow all ads. With around 200 million peopleregularly using these tools, the economic model of the Web ---in which usersget content free in return for allowing advertisers to show them ads--- is atserious peril. In this paper, we propose a smart Web technology that aims atbringing transparency to online advertising, so that users can make an informedand equitable decision regarding ad blocking. The proposed technology isimplemented as a Web-browser extension and enables users to exert fine-grainedcontrol over advertising, thus providing them with certain guarantees in termsof privacy and browsing experience, while preserving the Internet economicmodel. Experimental results in a real environment demonstrate the suitabilityand feasibility of our approach, and provide preliminary findings on behavioraltargeting from real user browsing profiles.

MyAdChoices: Bringing Transparency and Control to Online Advertising