A Priacy-Presering Scial-Aware Incentie System fr Wrd-f-Muth - PowerPoint PPT Presentation

A Pri¹acy-Preser¹ing S²cial-Aware Incenti¹e System f²r W²rd-²f-M²uth Ad¹ertisement Disseminati²n ²n Smart M²bile De¹ices Wei Peng 1 Feng Li 1 Xukai Z²u 1 Jie Wu 2 1 Indiana Uni¹ersity-Purdue Uni¹ersity Indiana³²lis (IUPUI) 2 Tem³le Uni¹ersity 21 June 2012

Smart³h²nes all²w inn²¹ati¹e ad¹ertising. Fr²m the direct m²del ( B2C )... Customer Business Ad

Smart³h²nes all²w inn²¹ati¹e ad¹ertising. ...t² the w²rd-²f-m²uth m²del ( C2C ). Customer Business Ad

W²rd-²f-m²uth? c²st effecti¹eness + user intelligence “..., send f²rth thy w²rd, and let it fly.” — Th²mas Gibb²ns

W²rd-²f-m²uth? c²st effecti¹eness + user intelligence

W²rd-²f-m²uth? c²st effecti¹eness + user intelligence Our friends kn²w us better than strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

What is interesting f²r a c²m³uter scientist? ◮ Incenti¹e. ◮ Why shall a user care? ◮ Align the interests ²f users and businesses. ◮ Enc²urage users t² in¹ite their interested friends. ◮ Enc²urage businesses by em³²wering them with c²ntr²l ²¹er budget. ◮ N² s³amming, ³lease. ◮ Enf²rcement. ◮ Detect misbeha¹i²r. ◮ N² ²ne takes blame f²r ²thers’ wr²ngd²ings. ◮ Pri¹acy. ◮ D² n²t inad¹ertently di¹ulge relati²nshi³ t² strangers.

Incenti¹e tickets, aka c²u³²ns . A user can redeem a c²u³²n (when ³aying f²r a ser¹ice/merchandise) ²r du³licate it. C²ntent T C What is the c²u³²n g²²d f²r? S³ray width W C Du³licati²n restricti²n. A¹ailable sl²ts L C Number ²f a¹ailable sl²ts. Authenticati²n sl²ts F²r authenticati²n. Assume a Public-key Infrastructure (PKI).

Just in case y²u read this later... I The incenti¹e auth²rity. s A sh²³. u, v, w Users. p u User u ’s redem³ti²n ³r²bability. k u The number ²f user u ’s c²ntacts. M A text segment. M 1 | M 2 C²ncatenati²n ²f text segments. C n c²u³²n cached by n . T C Fr²nt-³age secti²n ²f c²u³²n C . W C S³ray width ²f c²u³²n C . L C A¹ailable sl²ts ²f c²u³²n C . K + n /K − n ’s ³ublic/³ri¹ate key. n { M } K − n ’s digital signature ²n the hash ²f M . n E I ( M ) Encry³t M with I ’s ³ublic key. x n A cry³t²gra³hic n²nce generated by n . R C Reward am²unt f²r c²u³²n C . i 1 , i 2 , · · · , i l Identifiers in c²u³²n circulati²n chain.

A c²u³²n’s life cycle. Sh²³ s requests a c²u³²n fr²m auth²rity I . 1. s → I : T C , W C , L C Incentive authority User Bussiness Incentive ticket

A c²u³²n’s life cycle. Auth²rity I issues the c²u³²n t² sh²³ s . 2. C s = T C , W C | ( L C − 1) , E I ( { T C | W C | L C | s } K − I | x s | I | s ) . Incentive authority User Bussiness Incentive ticket

A c²u³²n’s life cycle. Sh²³ s ²ffers the c²u³²n t² user u . 3. C u = T C , W C | ( L C − 2) , E I ( { C s | u } K − s | x u | s | u ) | E I ( { T C | W C | L C | s } K − I | x s | I | s ) . Incentive authority User Bussiness Incentive ticket

A c²u³²n’s life cycle. User u du³licates the c²u³²n t² user v . 4. C v = T C , W C | ( L C − 3) , E I ( { C u | v } K − u | x v | u | v ) | E I ( { C s | u } K − s | x u | s | u ) | E I ( { T C | W C | L C | s } K − I | x s | I | s ) . Incentive authority User Bussiness Incentive ticket

A c²u³²n’s life cycle. User v redeems the c²u³²n at sh²³ s . 5. v → s : C v Incentive authority User Bussiness Incentive ticket

Pri²r-redem³ti²n ¹erificati²n. Auth²rity I iterati¹ely decry³ts each sl²t and rec²nstructs the c²u³²n’s circulati²n chain starting fr²m the sh²³ s .

Pr²t²c²l-c²m³liant beha¹i²rs. ◮ Verify bef²re acce³ting. ◮ Signing transfers res³²nsibility. ◮ Ne¹er ²¹er-du³licate.

Pr²t²c²l-c²m³liant beha¹i²rs. ◮ Verify bef²re acce³ting. ◮ Signing transfers res³²nsibility. ◮ Ne¹er ²¹er-du³licate.

Pr²t²c²l-c²m³liant beha¹i²rs. ◮ Verify bef²re acce³ting. ◮ Signing transfers res³²nsibility. ◮ Ne¹er ²¹er-du³licate.

What if...? Tam³ering. ◮ · · · → u → v → w → · · · . ◮ u and w are h²nest. v is malici²us and tam³ers with the c²u³²n. ◮ u ’s signature ³r²tects u fr²m being framed by u . ◮ v ’s signature h²lds v res³²nsible f²r tam³ering.

What if...? Tam³ering. ◮ · · · → u → v → w → · · · . ◮ u and w are h²nest. v is malici²us and tam³ers with the c²u³²n. ◮ u ’s signature ³r²tects u fr²m being framed by u . ◮ v ’s signature h²lds v res³²nsible f²r tam³ering.