Personalized location privacy in mobile networks: A social group utility approach

With increasing popularity of location-based services (LBSs), there have been growing concerns for location privacy. To protect location privacy in a LBS, mobile users in physical proximity can work in concert to collectively change their pseudonyms, in order to hide spatial-temporal correlation in their location traces. In this study, we leverage the social tie structure among mobile users to motivate them to participate in pseudonym change. Drawing on a social group utility maximization (SGUM) framework, we cast users´ decision making of whether to change pseudonyms as a socially-aware pseudonym change game (PCG). The PCG further assumes a general anonymity model that allows a user to have its specific anonymity set for personalized location privacy. For the SGUM-based PCG, we show that there exists a socially-aware Nash equilibrium (SNE), and quantify the system efficiency of the SNE with respect to the optimal social welfare. Then we develop a greedy algorithm that myopically determines users´ strategies, based on the social group utility derived from only the users whose strategies have already been determined. It turns out that this algorithm can efficiently find a Pareto-optimal SNE with social welfare higher than that for the socially-oblivious PCG, pointing out the impact of exploiting social tie structure. We further show that the Pareto-optimal SNE can be achieved in a distributed manner.