Toward Blockchain-Based Fair and Anonymous Ad Dissemination in Vehicular Networks

Commercial advertisement (ad) dissemination has been proliferating on connected vehicles, allowing users to promote their products via vehicle-to-vehicle/-infrastructure communications. Despite the prospect of ad dissemination in vehicular networks, it faces challenges upon deployment especially on security and privacy. Particularly, vehicles may collude to defraud the advertiser to obtain rewards without disseminating ads, which may cause unfair free-riding issue in these activities. Furthermore, concerns on possible privacy leakage may discourage vehicles to participate in the process of ad dissemination. In addition, external DDoS attacks and internal single point of failure may also affect service availability. To address these issues, we explore the potential of blockchain technology to construct a fair and anonymous scheme for advertising in vehicular networks. We first present the overview of the blockchain-based ad dissemination framework. Then, under the framework, we design a concrete, fair and anonymous scheme. To ensure fairness, we utilize the Merkle hash tree together with smart contracts to achieve the proof-of-ad-receiving property (i.e., check whether a vehicle indeed receives an ad without deception or introducing significant storage cost) to mitigate the freeriding attack. On the other hand, any ad receiver who acquires a dissemination reward per ad more than once can be effectively detected and will be punished which is achieved by using smart contracts. Additionally, the proposed scheme can protect vehicles' privacy in terms of anonymity and conditional linkability based on zero-knowledge proof techniques. Lastly, extensive security analysis and implementations demonstrate the feasibility and efficiency of the scheme.