Analyzing content-level properties of the web adversphere

Yong Wang; Daniel Burgener; Aleksandar Kuzmanovic; Gabriel Maciá-Fernández

doi:10.1145/1772690.1772874

Analyzing content-level properties of the web adversphere

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

^*Corresponding author for this work

Computer Science

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

1 Scopus citations

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)
Title of host publication	Proceedings of the 19th International Conference on World Wide Web, WWW '10
Pages	1201-1202
Number of pages	2
DOIs	https://doi.org/10.1145/1772690.1772874
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
Country	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

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title = "Analyzing content-level properties of the web adversphere",

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.",

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AU - Burgener, Daniel

AU - Kuzmanovic, Aleksandar

AU - Maciá-Fernández, Gabriel

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AB - 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.

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KW - location-based advertising

KW - web-based ad network

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Analyzing content-level properties of the web adversphere

Abstract

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Keywords

ASJC Scopus subject areas

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