Perfect Privacy and Useful Targeted Advertising Cannot Coexist, Researchers Find

Perfect Privacy and Useful Targeted Advertising Cannot Coexist, Researchers Find

By Melissa Brachfeld, University of Maryland Institute for Advanced Computer StudiesTech companies and browser developers have spent years pursuing a seemingly ideal solution to one of the web’s thorniest problems: using advanced cryptography to make online advertising useful without sacrificing user privacy.New research co-authored at the University of Maryland shows there is a fundamental limit to that goal. Perfect privacy and useful targeted…