Understanding the network and user-targeting properties of web advertising networks

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

*Corresponding author for this work

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

8 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 network-and content-level auditing service for Web-based ad networks. Our network-level measurements - charting the network infrastructure and quantifying the ad platforms'delay performance - can help commissioners to evaluate their networks from end users'perspective, and let advertisers choose commissioners that better fit their needs. 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 both network and content levels.

Original languageEnglish (US)
Title of host publicationProceedings - 31st International Conference on Distributed Computing Systems, ICDCS 2011
Pages613-622
Number of pages10
DOIs
StatePublished - 2011
Event31st International Conference on Distributed Computing Systems, ICDCS 2011 - Minneapolis, MN, United States
Duration: Jun 20 2011Jul 24 2011

Publication series

NameProceedings - International Conference on Distributed Computing Systems

Other

Other31st International Conference on Distributed Computing Systems, ICDCS 2011
Country/TerritoryUnited States
CityMinneapolis, MN
Period6/20/117/24/11

Keywords

  • Auditing service
  • Content-level
  • Network-level
  • Web-based ad network

ASJC Scopus subject areas

  • Software
  • Hardware and Architecture
  • Computer Networks and Communications

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