1. When Personalization Becomes Too Personal Gkarnara Christina Ph. D
When Personalization Becomes Too Personal Gkarnara Christina Ph.D. candidate Department of Archives and Library Science, Ionian University
4th International Conference on Information Law
“Values and Freedoms in Modern Information Law and Ethics”
20-21 May 2011, Thessaloniki, Greece

2. Structure of presentation
The Web before & after Personalization
Approaching Personalization – Privacy Breach
Privacy in Personalized Web Search – Technical Approaches
Challenges
Conclusion

3. The Web before & after Personalization
Search or Browse
Polysemous, e.g. “java”
Model “one size fits all”
Solution
Personalization

4. The Web before & after Personalization

5. Approaching Personalization

6. Privacy Breach American Online (AOL) search engine
ID year old woman
living in Georgia
Query: decipher
information which
concern the user
calories in bananas
surgical help for depression
jobs in denver colorado
teaching positions in denver
anti psychotic drugs

7. Privacy in Personalized Web Search Technical Approaches
80% of the information seekers are interested in personalization
83% are concerned about privacy of their personal data
82% refuse to disclosure personal information to a web site
27% are not inclined to provide any personal information to a web site
34% submit false information
49% believe that sites share users’ personal information with other sites

8. Technical Approaches Pseudonymous Personalization

9. Technical Approaches Distributed Personalization

10. Challenges Pseudonymous Personalization – lowest level of privacy
Distributed Personalization – higher level of privacy

11. Further Proposals Platform for Privacy Preferences Project (P3P)
Manually selection of privacy according to users requirements
To personalize or not to personalize

12. Conclusions Personalization (- polysemy, -“one model fits all”)
Explicit & Implicit Profiling
Privacy issues in personalized web search