adPerf: Characterizing the Performance of Third-party Ads
adPerf: Characterizing the Performance of Third-party Ads
复制标题
adPerf：描述第三方广告的性能
DOI：
10.1145/3447381
复制
发表时间：
2021
期刊：
影响因子：
--
通讯作者：
Chandramowlishwaran, Aparna
中科院分区：
文献类型：
--
作者：
Pourghassemi, Behnam;Bonecutter, Jordan;Li, Zhou;Chandramowlishwaran, Aparna
通过在线广告将网站和网络应用程序货币化在网络生态系统中很普遍，创造了一个数十亿美元的市场。这导致了一个庞大的第三方广告提供商和广告联合网络的出现，以促进这个不断增长的市场。如今，在线广告生态系统迫使发布商整合来自这些第三方域名的广告。一方面，这引起了近年来正在积极研究的几个隐私和安全问题。另一方面，今天的浏览器加载具有复杂动画和JavaScript的动态网页的能力也改变了在线广告。这可能会对网页性能产生重大影响。后者是优化的关键指标，因为它最终会影响用户满意度。不幸的是，有有限的文献研究，了解网络广告的性能影响，我们认为这是一样重要的隐私和security.In本文中，我们应用了深入的和第一的一类性能评估的网络广告。与之前主要依赖于广告拦截器的努力不同，我们对Web浏览器的页面加载过程进行了细粒度的分析，以揭开Web广告的性能成本。我们的目标是通过广告的每一个组成部分来描述成本，这样发布商、广告辛迪加和广告客户就可以通过详细的指导来提高广告的效果。为此，我们开发了一个工具，adPerf，为Chrome浏览器，分类页面加载工作负载到广告相关的和主要内容的浏览器活动的粒度。我们的评估表明，在线广告需要超过15%的浏览器页面加载工作量，其中约88%用于JavaScript。在智能手机上，由于移动的页面包含更少且优化良好的广告，因此广告的额外成本降低了7%。我们还跟踪网络广告的来源和交付链，并考虑广告内容的来源来分析性能。我们观察到，两个知名的第三方广告域贡献了35%的广告性能成本，令人惊讶的是，顶级新闻网站隐含着未知的第三方广告，在某些情况下，这些广告占广告性能成本的37%以上。
Monetizing websites and web apps through online advertising is widespread in the web ecosystem, creating a billion-dollar market. This has led to the emergence of a vast network of tertiary ad providers and ad syndication to facilitate this growing market. Nowadays, the online advertising ecosystem forces publishers to integrate ads from these third-party domains. On the one hand, this raises several privacy and security concerns that are actively being studied in recent years. On the other hand, the ability of today's browsers to load dynamic web pages with complex animations and Javascript has also transformed online advertising. This can have a significant impact on webpage performance. The latter is a critical metric for optimization since it ultimately impacts user satisfaction. Unfortunately, there are limited literature studies on understanding the performance impacts of online advertising which we argue is as important as privacy and security.In this paper, we apply an in-depth and first-of-a-kind performance evaluation of web ads. Unlike prior efforts that rely primarily on adblockers, we perform a fine-grained analysis on the web browser's page loading process to demystify the performance cost of web ads. We aim to characterize the cost by every component of an ad, so the publisher, ad syndicate, and advertiser can improve the ad's performance with detailed guidance. For this purpose, we develop a tool, adPerf, for the Chrome browser that classifies page loading workloads into ad-related and main-content at the granularity of browser activities. Our evaluations show that online advertising entails more than 15% of browser page loading workload and approximately 88% of that is spent on JavaScript. On smartphones, this additional cost of ads is 7% lower since mobile pages include fewer and well-optimized ads. We also track the sources and delivery chain of web ads and analyze performance considering the origin of the ad contents. We observe that 2 of the well-known third-party ad domains contribute to 35% of the ads performance cost and surprisingly, top news websites implicitly include unknown third-party ads which in some cases build up to more than 37% of the ads performance cost.
登录
查看更多内容
DOI：
10.1145/3091478.3091514
发表时间：
2017
期刊：
Proceedings of the 2017 ACM on Web Science Conference
影响因子：
--
作者：
Venkata Rama Kiran Garimella;Orestis Kostakis;M. Mathioudakis
通讯作者：
M. Mathioudakis
DOI：
10.1145/3341617.3326142
发表时间：
2019-06
期刊：
Proceedings of the ACM on Measurement and Analysis of Computing Systems
影响因子：
--
作者：
Behnam Pourghassemi;A. A. Sani-A.;Aparna Chandramowlishwaran
通讯作者：
Behnam Pourghassemi;A. A. Sani-A.;Aparna Chandramowlishwaran
影响因子：
--
作者：
M. Mughees;Zhiyun Qian;Zubair Shafiq
通讯作者：
M. Mughees;Zhiyun Qian;Zubair Shafiq
DOI：
10.1145/2815675.2815705
发表时间：
2015-10
期刊：
Proceedings of the 2015 Internet Measurement Conference
影响因子：
--
作者：
Enric Pujol-Gil;O. Hohlfeld;A. Feldmann
通讯作者：
Enric Pujol-Gil;O. Hohlfeld;A. Feldmann
DOI：
10.1145/3308558.3313558
发表时间：
2019-05
期刊：
The World Wide Web Conference
影响因子：
--
作者：
Shitong Zhu;Umar Iqbal;Zhongjie Wang;Zhiyun Qian;Zubair Shafiq;Weiteng Chen
通讯作者：
Shitong Zhu;Umar Iqbal;Zhongjie Wang;Zhiyun Qian;Zubair Shafiq;Weiteng Chen