Privacy as a proxy for Green Web browsing: Methodology and experimentation.

Nowadays, users’ privacy on the Internet is highly at risk, due to the monetization by advertising companies that support many of the so-called “free” services such as searching or social networking. In fact, several mechanisms are used to monitor users and build detailed profiles to tailor behavioral advertising. Given the increasing use of mobile devices and the increasing revenues from behavioral advertising, large advertising companies are present in this market as well.