Analyzing content-level properties of the web adversphere

Yong Wang*, Daniel Burgener, Aleksandar Kuzmanovic, Gabriel Maciá-Fernández

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations


Advertising has become an integral and inseparable part of the World Wide Web. However, neither public auditing nor monitoring mechanisms still exist in this emerging area. In this paper, we present our initial efforts on building a content-level auditing service for web-based ad networks. Our content-level measurements - understanding the ad distribution mechanisms and evaluating location-based and behavioral targeting approaches - bring useful auditing information to all entities involved in the online advertising business. We extensively evaluate Google's, AOL's, and Adblade's ad networks and demonstrate how their different design philosophies dominantly affect their performance at the content level.

Original languageEnglish (US)
Title of host publicationProceedings of the 19th International Conference on World Wide Web, WWW '10
Number of pages2
StatePublished - Jul 20 2010
Event19th International World Wide Web Conference, WWW2010 - Raleigh, NC, United States
Duration: Apr 26 2010Apr 30 2010


Other19th International World Wide Web Conference, WWW2010
Country/TerritoryUnited States
CityRaleigh, NC


  • behavioral targeting
  • location-based advertising
  • web-based ad network

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Science Applications


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