Skip to main content

Towards transparencY and Privacy in the onlinE advertising businesS

Objective

Online advertising generated in 2013 $42B worth of revenue and more than 3.4 million direct and indirect jobs in Europe in 2012 alone. It supports some of the most important Internet services such as search, social media and user generated content sites. However, the lack of transparency regarding tracking techniques and the type of information companies collect about users is creating increasing concerns in society. Software tools for implementing total mitigation (e.g., ad blocker or cookies blocker) have been released to block any transfer of information from end users towards the online advertising ecosystem. A massive adoption of these tools by end users may cause disruptions in the digital economy by affecting the online advertising sector and leading to consequences such as losing of a large number of employments.
TYPES aims to cope with this challenge by defining, implementing, and validating in pre-market status a holistic framework of technologies and tools that guarantees both transparency and privacy preservation, gives the end user control upon the amount of information he/she is willing to share, and defines privacy-by-design solutions. In particular, these tools should enable the end user: i) to configure the privacy settings so that only the information allowed by the end-user is collected by online advertising platforms; ii) to understand the flow of their information within the online advertising ecosystem and how it is being used; iii) to detect episodes of information collection occurring without consent and identify the offender; iv) to know the value of their data.
TYPES will demonstrate solutions that protect user’s privacy while empowering them to control how their data is used by service providers for advertising purposes. At the same time, TYPES will make it easier to verify whether users’ online rights are respected and if personal data is exchanged for a reasonable value-added to users.

Field of science

  • /natural sciences/computer and information sciences/software
  • /social sciences/economics and business
  • /social sciences/economics and business/business and management/employment
  • /natural sciences/computer and information sciences/internet
  • /social sciences/sociology/governance/public services

Call for proposal

H2020-DS-2014-1
See other projects for this call

Funding Scheme

IA - Innovation action
Leaflet | Map data © OpenStreetMap contributors, Credit: EC-GISCO, © EuroGeographics for the administrative boundaries

Coordinator

FUNDACIO EURECAT
Address
Avenida Universitat Autonoma 23
08290 Cerdanyola Del Valles (Barcelona)
Spain
Activity type
Research Organisations
EU contribution
€ 560 000

Participants (9)

TELEFONICA INVESTIGACION Y DESARROLLO SA
Spain
EU contribution
€ 485 856
Address
Ronda De La Comunicacion S/n Distrito C Edificio Oeste I
28050 Madrid
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
NEC EUROPE LTD
United Kingdom
EU contribution
€ 413 654,50
Address
West End Road Athene Odyssey Business Park South Ruislip
HA4 6QE London
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
WEDIA LIMITED
Greece
EU contribution
€ 329 525
Address
385 Irakleiou Ave
141 22 N Irakleio
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
FUNDACION IMDEA NETWORKS
Spain
EU contribution
€ 446 250
Address
Avenida Del Mar Mediterraneo 22
28918 Leganes (Madrid)
Activity type
Research Organisations
THE OPEN UNIVERSITY
Israel
EU contribution
€ 444 627,50
Address
University Road
Raanana
Activity type
Higher or Secondary Education Establishments
UNIVERSIDAD CARLOS III DE MADRID
Spain
EU contribution
€ 454 500
Address
Calle Madrid 126
28903 Getafe (Madrid)
Activity type
Higher or Secondary Education Establishments
INTERACTIVE ADVERTISING BUREAU EUROPE
Belgium
EU contribution
€ 290 000
Address
Rond Point Schuman 11
1040 Bruxelles
Activity type
Other
UPCOM BVBA
Belgium
EU contribution
€ 330 750
Address
Boulevard Louis Schmidt 16
1040 Bruxelles
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
ASOCIACION DE USUARIOS DE INTERNET
Spain
EU contribution
€ 237 500
Address
Calle Montearagon 5 Portal F Planta 4 Puerta D
28033 Madrid
Activity type
Other