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World Wide Web 2009 Conference

Releasing Search Queries and Clicks Privately

author: Aleksandra Korolova, Computer Science Department, Stanford University
author: Krishnaram Kenthapadi, Microsoft Research
author: Nina Mishra, Microsoft Research
author: Alexandros Ntoulas, Microsoft Research

Description

The question of how to publish an anonymized search log was brought to the forefront by a well-intentioned, but privacy-unaware AOL search log release. Since then a series of ad-hoc techniques have been proposed in the literature, though none are known to be provably private. In this paper, we take a major step towards a solution: we show how queries, clicks and their associated perturbed counts can be published in a manner that rigorously preserves privacy. Our algorithm is decidedly simple to state, but non-trivial to analyze. On the opposite side of privacy is the question of whether the data we can safely publish is of any use. Our findings offer a glimmer of hope: we demonstrate that a non-negligible fraction of queries and clicks can indeed be safely published via a collection of experiments on a real search log. In addition, we select an application, keyword generation, and show that the keyword suggestions generated from the perturbed data resemble those generated from the original data.

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Slides
0:00 Releasing Search Queries and Clicks Privately
0:31 Why Release Search Logs
1:18 Why Search Logs are Private
2:54 Previous Approaches
3:02 Anonymize Usernames/Omit IP Addresses
5:53 Ad-hoc Techniques do Not Work
8:35 Our Goal
9:03 Rigorous Privacy Definition
9:13 Desired Features of Privacy Definition
10:19 Differential Privacy
12:24 Our Approach
12:30 Query-Click Graph
13:37 Releasing Queries Privately
14:32 Understanding Private Query Release
16:49 Probability of Release Depending on Frequency
17:24 Releasing Queries and Clicks Privately
18:46 Theorem: Algorithm Provably Private
19:53 Utility
20:02 Quantity of Privately Releasable Data
20:44 Utility: Studying Human Nature
23:28 Utility: Recommending Keywords to Online Advertisers
24:17 Recommending Keywords
25:43 Conclusions
25:47 Contributions
26:29 Future Work
27:38 Thank you!

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