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Browsing privacy solutions face an uphill battle to deployment. Many operatecounter to the economic objectives of popular online services (e.g., bycompletely blocking ads) and do not provide enough incentive for users who maybe subject to performance degradation for deploying them. In this study, wetake a step towards realizing a system for online privacy that is mutuallybeneficial to users and online advertisers: an information market. This systemnot only maintains economic viability for online services, but also providesusers with financial compensation to encourage them to participate. Weprototype and evaluate an information market that provides privacy and revenueto users while preserving and sometimes improving their Web performance. Weevaluate feasibility of the market via a one month field study with 63 usersand find that users are indeed willing to sell their browsing information. Wealso use Web traces of millions of users to drive a simulation study toevaluate the system at scale. We find that the system can indeed be profitableto both users and online advertisers.

Information Market for Web Browsing: Design, Usability and Incremental Adoption