Abstract
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 language | English (US) |
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Title of host publication | Proceedings of the 19th International Conference on World Wide Web, WWW '10 |
Pages | 1201-1202 |
Number of pages | 2 |
DOIs | |
State | Published - Jul 20 2010 |
Event | 19th International World Wide Web Conference, WWW2010 - Raleigh, NC, United States Duration: Apr 26 2010 → Apr 30 2010 |
Other
Other | 19th International World Wide Web Conference, WWW2010 |
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Country/Territory | United States |
City | Raleigh, NC |
Period | 4/26/10 → 4/30/10 |
Keywords
- behavioral targeting
- location-based advertising
- web-based ad network
ASJC Scopus subject areas
- Computer Networks and Communications
- Computer Science Applications