On the value of spatiotemporal information: principles and scenarios.
SIGSPATIAL/GIS(2018)
摘要
Location data from mobile devices is a sensitive yet valuable commodity for location-based services and advertising. We investigate the intrinsic value of location data in the context of strong privacy, where location information is only available from end users via purchase. We present an algorithm to compute the expected value of location data from a user, without access to the specific coordinates of the location data point. We use decision-theoretic techniques to provide a principled way for a potential buyer to make purchasing decisions about private user location data. We illustrate our approach in two scenarios: the delivery of targeted ads specific to a user's home location and the estimation of traffic speed. In both cases, the methodology leads to quantifiably better purchasing decisions than competing methods.
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关键词
GPS, location, crowdsourcing, decision theory, value of information (VOI), advertising, traffic
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