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...nd user activities to serve ads. These works are orthogonal to SmartAds; SmartAds could incorporate such additional signals to further increase ad relevance. The CAMEO framework [18] and the study in =-=[23]-=- consider pre-fetching advertisements and displaying relevant ads at the right time. The focus of these works is on saving bandwidth by pre-fetching ad — not on increasing relevance. CAMEO considers l...

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... we used instrumentation based techniques to remove all invocations of APIs defined by the ad network. Note that some prior approaches have simply replaced the ad library with “dummy” implementations =-=[19]-=-; however we chose to completely remove the invocations since there is a non-zero time and energy cost associated with even an invocation of an empty method [20], [10]. To perform the instrumentation,...

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...8-8/13/11 $15.00. http://dx.doi.org/10.1145/2525526.2525848 ies in recent years on developing more efficient use of the 3G/4G radios in performing networking tasks. In particular, several recent work =-=[9, 5, 6]-=- studied saving 3G/4G energy due to ads which come with many free apps. Since ads are fetched and displayed periodically, fetching an ad involves a small transfer, and the long 3G/4G tail following ea...

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...compatible to current or old versions of its ad controls used by existing apps, (2) backward-incompatibility—the targeting information is no longer used by the ad network but is still provided by old versions of its ad control, and (3) information brokerage— the ad network sells the information to other parties. We would like to contrast our work with existing works on in-app ads. Most of the prior work has demonstrated the large extent to which apps are capable of collecting user’s personal information and the potential implications to user’s privacy [12, 17, 20, 24, 26] and device resources [4, 15, 19, 28]. These works do not investigate user targeting. A recent work [27] investigates targeting, but in a limited scale and scope—it shows various categories of targeted ads shown to 100 apps by one ad network, but does not characterize how apps use optional targeting information and how effectively ad networks utilize targeting information and behavioral profile. To the best of our knowledge, no prior work investigates the key questions we investigate in the context of in-app ads. In the rest of the paper, we first discuss backgrounds and challenges of measuring in-app ads in Section 2. We then de...

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...an 5% of the traffic is related to advertising. They also suggest that prefetchingcan be an effective solution. However, they do not address how context-dependant ads can be prefetched. Mohan et al. =-=[16]-=- also propose pre-fetching of advertisements to reduce energy consumption. They use similar techniques as ours to prefetch advertisements. However their focus is less on predicting future context and ...

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...share data in a privacy-preserving way. Existing solutions can be grouped into three categories: methods that (1) run advertising locally without revealing any information to advertisers/data brokers =-=[19,28,43]-=-; (2) rely on a trusted third party to anonymize user data [4,35]; and (3) rely on an trusted third party for private user data aggregation [2,9,10]. Unfortunately, these approaches suffer from severa...

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...desired. Last but not least, knowing session time, allows advertising libraries to avoid wasting network resources and cap bandwidth by only downloading the ads which are needed for the allotted time =-=[10]-=-. While there exist many benefits to this type of mobile advertising model, however, if would require a reinvention of the existing advertising marketplace. We instead propose that the same benefits c...

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...erver-side caching techniques is reduced. Researchers have been exploiting client-side caching techniques to enable faster user experience in the case of web browsing [19, 30, 5, 17, 28], ad delivery =-=[21]-=-, and more recently search result delivery [15]. Koukoumidis et al. [15] showed that a small set of queries and search results represents a significant fraction of the mobile query volume. By analyzin...

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...an 5% of the traffic is related to advertising. They also suggest that prefetching can be an effective solution. However, they do not address how context-dependant ads can be prefetched. Mohan et al. =-=[16]-=- also propose pre-fetching of advertisements to reduce energy consumption. They use similar techniques as ours to prefetch advertisements. However their focus is less on predicting future context and ...