User Modeling and User-Adapted Interaction

, Volume 22, Issue 1–2, pp 203–220

Personalization and privacy: a survey of privacy risks and remedies in personalization-based systems

Original Paper

DOI: 10.1007/s11257-011-9110-z

Cite this article as:
Toch, E., Wang, Y. & Cranor, L.F. User Model User-Adap Inter (2012) 22: 203. doi:10.1007/s11257-011-9110-z


Personalization technologies offer powerful tools for enhancing the user experience in a wide variety of systems, but at the same time raise new privacy concerns. For example, systems that personalize advertisements according to the physical location of the user or according to the user’s friends’ search history, introduce new privacy risks that may discourage wide adoption of personalization technologies. This article analyzes the privacy risks associated with several current and prominent personalization trends, namely social-based personalization, behavioral profiling, and location-based personalization. We survey user attitudes towards privacy and personalization, as well as technologies that can help reduce privacy risks. We conclude with a discussion that frames risks and technical solutions in the intersection between personalization and privacy, as well as areas for further investigation. This frameworks can help designers and researchers to contextualize privacy challenges of solutions when designing personalization systems.


Privacy Personalization Human–computer interaction Social networks E-commerce Location-based services 

Copyright information

© Springer Science+Business Media B.V. 2012

Authors and Affiliations

  1. 1.Department of Industrial EngineeringTel Aviv UniversityTel AvivIsrael
  2. 2.School of Computer ScienceCarnegie Mellon UniversityPittsburghUSA

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