Anders Andersen, Randi Karlsen, Privacy preserving personalization in complex ecosystems, Digital Marketplaces Unleashed, Springer, 2017, ISBN 978-3-662-49274-1.
Personalization can be used to improve the quality of a service for a user. From the providers’ perspective personalization can be used to better target its users. Personalization is achieved by creating and maintaining a user profile that describes the user, her interest and her current context. A major concern with creating, maintaining and using user profiles is user privacy and trust. In this chapter we will discuss the process of creating and maintaining user profiles with a privacy preserving focus.