Measuring the Impact and Perception of Acceptable Advertisements
Measuring the Impact and Perception of Acceptable Advertisements
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衡量可接受广告的影响和认知
DOI：
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发表时间：
2015
期刊：
影响因子：
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通讯作者：
P. Mcdaniel
中科院分区：
文献类型：
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作者：
R. Walls;Eric D. Kilmer;Nathaniel Lageman;P. Mcdaniel
2011 年，Adblock Plus（最广泛使用的广告拦截软件）开始允许某些广告作为其可接受广告计划的一部分。根据该计划，一些广告网络和内容提供商付费向用户展示其广告。这种做法在用户和出版商中都引起了争议。为了为有关这些做法的讨论提供信息，我们提出了对可接受广告计划的第一份全面研究。具体来说，我们描述了允许哪些广告以及白名单自 2011 年推出以来的变化。我们发现，用于白名单可接受广告的过滤器列表平均每 1.5 天更新一次，并从 2011 年的 9 个过滤器增加到 2015 年春季的 5,900 个以上。更广泛地说，当前的白名单触发了前 5,000 个网站中 59% 的过滤器。我们的测量还表明，该程序允许在 260 万个托管域名上投放广告。最后，我们从分析中吸取经验教训，并提出提高白名单流程透明度的方法。
In 2011, Adblock Plus---the most widely-used ad blocking software---began to permit some advertisements as part of their Acceptable Ads program. Under this program, some ad networks and content providers pay to have their advertisements shown to users. Such practices have been controversial among both users and publishers. In a step towards informing the discussion about these practices, we present the first comprehensive study of the Acceptable Ads program. Specifically, we characterize which advertisements are allowed and how the whitelisting has changed since its introduction in 2011. We show that the list of filters used to whitelist acceptable advertisements has been updated on average every 1.5 days and grew from 9 filters in 2011 to over 5,900 in the Spring of 2015. More broadly, the current whitelist triggers filters on 59% of the top 5,000 websites. Our measurements also show that the program allows advertisements on 2.6 million parked domains. Lastly, we take the lessons learned from our analysis and suggest ways to improve the transparency of the whitelisting process.