Disclosure of User’s Profile in Personalized Search for Enhanced Privacy

Personalized Web Search (PWS) is a search technique for providing better search results, viewing user history, and has been enticing much responsiveness recently. However, effective personalized search requires gathering and accumulating user data, which often raise severe concerns of privacy intrusion for many users. These concerns have become one of the key barriers for organizing personalized search applications, and how to do privacy preserving search is a prodigious challenge. Indeed, evidences show that users’ unwillingness to disclose their private data throughout search has become a major obstacle for the PWS. Sensitive User data is unprotected in the database records. In this paper, examining the issue of privacy preservation in personalized search and representing stages of privacy preservation. Encoding Algorithm is used for encoding the users’ profile data & it is mapped by unique alphanumeric identity using random unique identity generator algorithm. User identity to server is fully disclosed and privacy is preserved in web search without negotiating both personalization and privacy. Key-words: web search, encoded user profile, Personalization, Random unique identity, Privacy preservation