Ad Blockers: Global Prevalence and Impact
Ad Blockers: Global Prevalence and Impact
复制标题
广告拦截器：全球流行率和影响
DOI：
10.1145/2987443.2987460
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发表时间：
2016
期刊：
影响因子：
--
通讯作者：
P. Barford
中科院分区：
文献类型：
--
作者：
Matthew Malloy;M. McNamara;Aaron Cahn;P. Barford
广告拦截器是对在线广告生态系统活力的巨大威胁。由于生态系统的巨大规模和多样性，了解其流行程度和影响具有挑战性。在本文中，我们利用独特的数据收集资产，从互联网的角度来评估广告拦截器的流行和影响。我们的研究基于（i）一个200万人的全球用户小组，该小组为广告拦截器安装提供了基本事实，以及（ii）来自大量发布商网页和向发布商提供的广告的遥测数据。我们描述了一种新的方法，用于评估的流行程度的广告拦截器安装，是基于混合比例估计。我们将此方法应用于1个月（2016年2月）内收集的近2万亿次Web交易，以获得不同地理区域和不同人口统计群体中桌面系统的广告拦截器流行率估计。接下来，使用部署估计，我们考虑广告拦截器对用户和发布者网站的影响。具体而言，我们报告了安装广告拦截器后向用户显示的广告减少情况，并表明即使用户安装了广告拦截器，他们仍然会接触到大量广告。我们还描述了广告拦截器在不同类别的发布商网站中的影响，包括那些可能参与白名单的网站。
Ad blockers are a formidable threat to the vitality of the online advertising eco-system. Understanding their prevalence and impact is challenging due to the massive scale and diversity of the eco-system. In this paper, we utilize unique data gathering assets to assess the prevalence and impact of ad blockers from an Internet-wide perspective. Our study is based on (i) a 2 million person world-wide user panel that provides ground truth for ad blocker installations and (ii) telemetry from large number of publisher web pages and ads served to publishers. We describe a novel method for assessing the prevalence of ad blocker installations that is based on Mixture Proportion Estimation. We apply this method to nearly 2 trillion web transactions collected over the period of 1 month (February 2016), to derive ad blocker prevalence estimates for desktop systems in diverse geographic areas and for diverse demographic groups. Next, using deployment estimates we consider the impact of ad blockers on users and on publisher sites. Specifically, we report on the reduction of ads shown to users with ad blockers installed and show that even though a user may have an ad blocker installed, they are still exposed to a significant number of ads. We also characterize the impact of ad blockers across different categories of publisher sites including those that may be participating in whitelisting.