Research on Blockchain and Attribution Algorithm for Advertising Privacy Protection

With the development of computer science and technology, the ways of advertising and marketing are more and more convenient and diversified. The advertising attribution model helps the optimization of advertising through evaluation. The current model is prone to the problem of data forgery and leakage. To address this problem, the study designs a blockchain-based privacy-preserving ad attribution architecture, which realises real-time data deposit and on-chain intercession, and ensures the trustworthiness through the consensus mechanism. It further proposes a blockchain-based user-dimensional privacy interrogation method, which adopts blockchain technology and identity mixer to solve the security problems in the existing privacy-preserving collection interrogation. Meanwhile, the attribution calculation method based on blockchain consensus is proposed by combining distributed key technology and trusted execution environment. The results show that the proposed blockchain technique outperforms the plain hash privacy intercession method against malicious node collusion. It is 36.11% of the exposed data in Criteo dataset and 36.24% in Tencent dataset, with the same significant reduction in communication cost and attribution accuracy up to 100%. The research method is optimised and innovative for ad attribution scenarios, improving the accuracy and efficiency of attribution computation.