{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,10]],"date-time":"2026-04-10T17:16:57Z","timestamp":1775841417360,"version":"3.50.1"},"publisher-location":"New York, NY, USA","reference-count":45,"publisher":"ACM","funder":[{"name":"Australian Research Council Centre of Excellence for Automated Decision-Making and Society","award":["CE200100005"],"award-info":[{"award-number":["CE200100005"]}]}],"content-domain":{"domain":["dl.acm.org"],"crossmark-restriction":true},"short-container-title":[],"published-print":{"date-parts":[[2026,4,13]]},"DOI":"10.1145\/3774904.3793060","type":"proceedings-article","created":{"date-parts":[[2026,4,9]],"date-time":"2026-04-09T21:54:39Z","timestamp":1775771679000},"page":"9604-9615","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["When Ads Become Profiles: Uncovering the Invisible Risk of Web Advertising at Scale with LLMs"],"prefix":"10.1145","author":[{"ORCID":"https:\/\/orcid.org\/0009-0000-8617-9635","authenticated-orcid":false,"given":"Baiyu","family":"Chen","sequence":"first","affiliation":[{"name":"The University of New South Wales, Sydney, NSW, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7831-2632","authenticated-orcid":false,"given":"Benjamin","family":"Tag","sequence":"additional","affiliation":[{"name":"The University of New South Wales, Sydney, NSW, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1700-9215","authenticated-orcid":false,"given":"Hao","family":"Xue","sequence":"additional","affiliation":[{"name":"Hong Kong University of Science and Technology (Guangzhou), Guangzhou, Guangdong, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1412-5096","authenticated-orcid":false,"given":"Daniel","family":"Angus","sequence":"additional","affiliation":[{"name":"Queensland University of Technology, Brisbane, QLD, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1237-1664","authenticated-orcid":false,"given":"Flora","family":"Salim","sequence":"additional","affiliation":[{"name":"The University of New South Wales, Sydney, NSW, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2026,4,12]]},"reference":[{"key":"e_1_3_2_1_1_1","volume-title":"Proceedings of the 2022 workshop on consumer protection.","author":"Ali Muhammad","year":"2022","unstructured":"Muhammad Ali, Angelica Goetzen, Alan Mislove, Elissa Redmiles, and Piotr Sapiezynski. 2022. All things unequal: Measuring disparity of potentially harmful ads on facebook. In Proceedings of the 2022 workshop on consumer protection."},{"key":"e_1_3_2_1_2_1","first-page":"5665","volume-title":"32nd USENIX Security Symposium (USENIX Security 23)","author":"Ali Muhammad","year":"2023","unstructured":"Muhammad Ali, Angelica Goetzen, Alan Mislove, Elissa M Redmiles, and Piotr Sapiezynski. 2023. Problematic advertising and its disparate exposure on Facebook. In 32nd USENIX Security Symposium (USENIX Security 23). 5665-5682."},{"key":"e_1_3_2_1_3_1","doi-asserted-by":"publisher","DOI":"10.1145\/3359301"},{"key":"e_1_3_2_1_4_1","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.2024.2394156"},{"key":"e_1_3_2_1_5_1","unstructured":"Daniel Angus Abdul Obeid Jean Burgess Christine Parker Mark Andrejevic Julian Bagnara Nicholas Carah Robbie Fordyce Lauren Hayden Kelly Lewis et al. 2024b. The Australian Ad Observatory technical and data report."},{"key":"e_1_3_2_1_6_1","unstructured":"Anthropic. 2025. Claude Opus 4 & Claude Sonnet 4: System Card. Technical Report. Anthropic."},{"key":"e_1_3_2_1_7_1","volume-title":"Population: Census","author":"Australian Bureau of Statistics.","year":"2021","unstructured":"Australian Bureau of Statistics. 2021. Population: Census, 2021. https:\/\/www.abs.gov.au\/statistics\/people\/population\/population-census\/2021. Accessed on August 2025."},{"key":"e_1_3_2_1_8_1","doi-asserted-by":"publisher","DOI":"10.1145\/3331184.3331211"},{"key":"e_1_3_2_1_9_1","doi-asserted-by":"publisher","DOI":"10.1145\/2488388.2488401"},{"key":"e_1_3_2_1_10_1","unstructured":"Sarah Cameron Ian McAllister Simon Jackman and Jill Sheppard. 2022. The 2022 Australian federal election: Results from the Australian election study. (2022)."},{"key":"e_1_3_2_1_11_1","unstructured":"Gheorghe Comanici Eric Bieber Mike Schaekermann Ice Pasupat Noveen Sachdeva Inderjit Dhillon Marcel Blistein Ori Ram Dan Zhang Evan Rosen et al. 2025. Gemini 2.5: Pushing the frontier with advanced reasoning multimodality long context and next generation agentic capabilities. arXiv preprint arXiv:2507.06261 (2025)."},{"key":"e_1_3_2_1_12_1","first-page":"119","article-title":"Regulation (EU) 2016\/679 of the European Parliament and of the Council (General Data Protection Regulation). Official Journal of the European Union, L119","author":"European Parliament and Council of the European Union.","year":"2016","unstructured":"European Parliament and Council of the European Union. 2016. Regulation (EU) 2016\/679 of the European Parliament and of the Council (General Data Protection Regulation). Official Journal of the European Union, L119. OJ L 119, 4.5.2016.","journal-title":"OJ"},{"key":"e_1_3_2_1_13_1","doi-asserted-by":"publisher","DOI":"10.18653\/v1\/2025.naacl-long.61"},{"key":"e_1_3_2_1_14_1","unstructured":"Google DeepMind. 2025. Gemini 2.0 Flash Model Card. Technical Report. Google DeepMind."},{"key":"e_1_3_2_1_15_1","unstructured":"Daya Guo Dejian Yang Haowei Zhang Junxiao Song Ruoyu Zhang Runxin Xu Qihao Zhu Shirong Ma Peiyi Wang Xiao Bi et al. 2025. Deepseek-r1: Incentivizing reasoning capability in llms via reinforcement learning. arXiv preprint arXiv:2501.12948 (2025)."},{"key":"e_1_3_2_1_16_1","doi-asserted-by":"publisher","DOI":"10.1145\/3589335.3641295"},{"key":"e_1_3_2_1_17_1","doi-asserted-by":"publisher","DOI":"10.1371\/journal.pone.0207112"},{"key":"e_1_3_2_1_18_1","unstructured":"Aaron Hurst Adam Lerer Adam P Goucher Adam Perelman Aditya Ramesh Aidan Clark AJ Ostrow Akila Welihinda Alan Hayes Alec Radford et al. 2024. Gpt-4o system card. arXiv preprint arXiv:2410.21276 (2024)."},{"key":"e_1_3_2_1_19_1","volume-title":"Ad Product Taxonomy. IAB Tech Lab website. https:\/\/iabtechlab.com\/standards\/ad-product-taxonomy\/ Last updated","author":"Technology Laboratory IAB","year":"2024","unstructured":"IAB Technology Laboratory. [n.d.]. Ad Product Taxonomy. IAB Tech Lab website. https:\/\/iabtechlab.com\/standards\/ad-product-taxonomy\/ Last updated: December 11, 2024."},{"key":"e_1_3_2_1_20_1","doi-asserted-by":"publisher","DOI":"10.1145\/3442381.3450077"},{"key":"e_1_3_2_1_21_1","unstructured":"Aaron Jaech Adam Kalai Adam Lerer Adam Richardson Ahmed El-Kishky Aiden Low Alec Helyar Aleksander Madry Alex Beutel Alex Carney et al. 2024. Openai o1 system card. arXiv preprint arXiv:2412.16720 (2024)."},{"key":"e_1_3_2_1_22_1","doi-asserted-by":"publisher","DOI":"10.1145\/3613905.3650780"},{"key":"e_1_3_2_1_23_1","doi-asserted-by":"publisher","DOI":"10.1073\/pnas.1218772110"},{"key":"e_1_3_2_1_24_1","doi-asserted-by":"publisher","DOI":"10.1145\/3746027.3755643"},{"key":"e_1_3_2_1_25_1","doi-asserted-by":"publisher","DOI":"10.1145\/3589335.3651520"},{"key":"e_1_3_2_1_26_1","volume-title":"Removing Certain Ad Targeting Options and Expanding Our Ad Controls. https:\/\/www.facebook.com\/business\/news\/removing-certain-ad-targeting-options-and-expanding-our-ad-controls. Accessed","year":"2026","unstructured":"Meta. 2022. Removing Certain Ad Targeting Options and Expanding Our Ad Controls. https:\/\/www.facebook.com\/business\/news\/removing-certain-ad-targeting-options-and-expanding-our-ad-controls. Accessed: Jan. 2026."},{"key":"e_1_3_2_1_27_1","unstructured":"OpenAI. 2024. Memory and new controls for ChatGPT. https:\/\/openai.com\/index\/memory-and-new-controls-for-chatgpt\/."},{"key":"e_1_3_2_1_28_1","unstructured":"OpenAI. 2025. GPT-5 System Card. Technical Report. OpenAI."},{"key":"e_1_3_2_1_29_1","doi-asserted-by":"publisher","DOI":"10.1145\/3701716.3715872"},{"key":"e_1_3_2_1_30_1","doi-asserted-by":"publisher","DOI":"10.1145\/3477495.3531873"},{"key":"e_1_3_2_1_31_1","doi-asserted-by":"publisher","DOI":"10.18653\/v1\/2024.acl-long.753"},{"key":"e_1_3_2_1_32_1","doi-asserted-by":"publisher","DOI":"10.1145\/3589334.3645458"},{"key":"e_1_3_2_1_33_1","doi-asserted-by":"publisher","DOI":"10.1371\/journal.pone.0073791"},{"key":"e_1_3_2_1_34_1","volume-title":"Vidhi Mishra, and Khushi Verma.","author":"Singh Shreya","year":"2025","unstructured":"Shreya Singh, Gaurav Varshney, Tarun Kumar Singh, Vidhi Mishra, and Khushi Verma. 2025. A study on malicious browser extensions in 2025. arXiv preprint arXiv:2503.04292 (2025)."},{"key":"e_1_3_2_1_35_1","volume-title":"The Twelfth International Conference on Learning Representations.","author":"Staab Robin","year":"2024","unstructured":"Robin Staab, Mark Vero, Mislav Balunovi?, and Martin Vechev. 2024. Beyond Memorization: Violating Privacy via Inference with Large Language Models. In The Twelfth International Conference on Learning Representations."},{"key":"e_1_3_2_1_36_1","volume-title":"User modeling in the era of large language models: Current research and future directions. arXiv preprint arXiv:2312.11518","author":"Tan Zhaoxuan","year":"2023","unstructured":"Zhaoxuan Tan and Meng Jiang. 2023. User modeling in the era of large language models: Current research and future directions. arXiv preprint arXiv:2312.11518 (2023)."},{"key":"e_1_3_2_1_37_1","first-page":"103619","article-title":"Private attribute inference from images with vision-language models","volume":"37","author":"T\u00f6mek\u00e7e Batuhan","year":"2024","unstructured":"Batuhan T\u00f6mek\u00e7e, Mark Vero, Robin Staab, and Martin Vechev. 2024. Private attribute inference from images with vision-language models. Advances in Neural Information Processing Systems, Vol. 37 (2024), 103619-103651.","journal-title":"Advances in Neural Information Processing Systems"},{"key":"e_1_3_2_1_38_1","doi-asserted-by":"publisher","DOI":"10.1145\/3589335.3651459"},{"key":"e_1_3_2_1_39_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.patcog.2021.108220"},{"key":"e_1_3_2_1_40_1","volume-title":"GenUP: Generative User Profilers as In-Context Learners for Next POI Recommender Systems","author":"Wongso Wilson","unstructured":"Wilson Wongso, Hao Xue, and Flora Salim. 2025. GenUP: Generative User Profilers as In-Context Learners for Next POI Recommender Systems. Association for Computing Machinery, New York, NY, USA, 436\u2013439."},{"key":"e_1_3_2_1_41_1","doi-asserted-by":"publisher","DOI":"10.1145\/3640457.3688104"},{"key":"e_1_3_2_1_42_1","doi-asserted-by":"publisher","DOI":"10.3390\/app10165608"},{"key":"e_1_3_2_1_43_1","doi-asserted-by":"publisher","DOI":"10.1145\/2998181.2998316"},{"key":"e_1_3_2_1_44_1","volume-title":"Personalization of Large Language Models: A Survey. Transactions on Machine Learning Research","author":"Zhang Zhehao","year":"2025","unstructured":"Zhehao Zhang, Ryan A. Rossi, Branislav Kveton, Yijia Shao, Diyi Yang, Hamed Zamani, Franck Dernoncourt, Joe Barrow, Tong Yu, Sungchul Kim, Ruiyi Zhang, Jiuxiang Gu, Tyler Derr, Hongjie Chen, Junda Wu, Xiang Chen, Zichao Wang, Subrata Mitra, Nedim Lipka, Nesreen K. Ahmed, and Yu Wang. 2025. Personalization of Large Language Models: A Survey. Transactions on Machine Learning Research (2025)."},{"key":"e_1_3_2_1_45_1","volume-title":"Language-based user profiles for recommendation. arXiv preprint arXiv:2402.15623","author":"Zhou Joyce","year":"2024","unstructured":"Joyce Zhou, Yijia Dai, and Thorsten Joachims. 2024. Language-based user profiles for recommendation. arXiv preprint arXiv:2402.15623 (2024)."}],"event":{"name":"WWW '26: The ACM Web Conference 2026","location":"Dubai United Arab Emirates","sponsor":["SIGWEB ACM Special Interest Group on Hypertext, Hypermedia, and Web"]},"container-title":["Proceedings of the ACM Web Conference 2026"],"original-title":[],"deposited":{"date-parts":[[2026,4,10]],"date-time":"2026-04-10T16:37:14Z","timestamp":1775839034000},"score":1,"resource":{"primary":{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/3774904.3793060"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,4,12]]},"references-count":45,"alternative-id":["10.1145\/3774904.3793060","10.1145\/3774904"],"URL":"https:\/\/doi.org\/10.1145\/3774904.3793060","relation":{},"subject":[],"published":{"date-parts":[[2026,4,12]]},"assertion":[{"value":"2026-04-12","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}