Selling Privacy at Auction

TL;DR

This paper develops a theoretical framework for markets of private data using differential privacy, designing truthful auctions that optimize data acquisition costs and accuracy under budget constraints.

Contribution

It introduces a novel auction-based model for private data markets, linking privacy valuation with procurement auctions, and provides mechanisms that are optimal or near-optimal for specific goals.

Findings

Auctions can be modeled as multi-unit procurement problems.

Vickrey auction achieves accuracy with minimal payment.

Mechanisms can maximize accuracy within budget constraints.

Abstract

We initiate the study of markets for private data, though the lens of differential privacy. Although the purchase and sale of private data has already begun on a large scale, a theory of privacy as a commodity is missing. In this paper, we propose to build such a theory. Specifically, we consider a setting in which a data analyst wishes to buy information from a population from which he can estimate some statistic. The analyst wishes to obtain an accurate estimate cheaply. On the other hand, the owners of the private data experience some cost for their loss of privacy, and must be compensated for this loss. Agents are selfish, and wish to maximize their profit, so our goal is to design truthful mechanisms. Our main result is that such auctions can naturally be viewed and optimally solved as variants of multi-unit procurement auctions. Based on this result, we derive auctions for two natural settings which are optimal up to small constant factors: 1. In the setting in which the data analyst has a fixed accuracy goal, we show that an application of the classic Vickrey auction achieves the analyst's accuracy goal while minimizing his total payment. 2. In the setting in which the data analyst has a fixed budget, we give a mechanism which maximizes the accuracy of the resulting estimate while guaranteeing that the resulting sum payments do not exceed the analysts budget. In both cases, our comparison class is the set of envy-free mechanisms, which correspond to the natural class of fixed-price mechanisms in our setting. In both of these results, we ignore the privacy cost due to possible correlations between an individuals private data and his valuation for privacy itself. We then show that generically, no individually rational mechanism can compensate individuals for the privacy loss incurred due to their reported valuations for privacy.