14 IEEE SA monitoring stations and meteorological conditions and are unable to make use of more fine resolution industrial emissions and vehicle exhaust data. FML solves this problem, allowing the training of a federated machine learning model on heterogeneous big data, increasing the accuracy of air quality prediction. 3.6. GOVERNMENT SERVICES Government services can be greatly improved by using big data that is collected across multiple sources. Applications of such services include accurate traffic flow predictions and early identification of public vigilance threats, etc. Moreover, government services are government-sponsored, and jointly provided by government agencies and private businesses. While government agencies possess a large volume of data, this data may exist in the form of data solo with administrative procedures and privacy concerns preventing data from being exploited by different agencies. FML can overcome these challenges by building a federated machine learning model across government agencies and businesses, while the individual data of each organization remain intact in their local environment. 3.7. GOVERNMENT GOVERNANCE Government governance can be understood as the self-optimization and management of social affairs carried out by a government organization. Specifically, the development of e-Government towards Open Government and Smart Government aims, ultimately, to provide efficient, smart, and personalized administrative services to people. This reform calls fora new approach that takes advantages of an enormous amount of data, which is distributed across a hierarchy of regional government departments. The difficulty with exploiting government data from distributed datasets lies in requiring the protection of highly sensitive and private information located in government organizations. It is essential to explore anew mode of exploiting the knowledge in the government data without disclosing the data itself. Federated machine learning provides an effective solution that allows governments to work together while protecting the data security and user privacy. 3.8. MARKETING The development of a smart marketing strategy is usually achieved by mathematically modeling over big data sets. Conventionally, the data sets used for modeling are the collected fundamental profiles and historical behaviors of the advertiser’s existing clients. These data sets often cover different dimensions based on the category of the subareas in which the advertisers serve. Any individual site may only have limited descriptive capability to produce Authorized licensed use limited to University of Malta. Downloaded on December 24,2022 at 11:03:39 UTC from IEEE Xplore. Restrictions apply.