Adblocking and Counter Blocking: A Slice of the Arms Race
Adblocking and Counter Blocking: A Slice of the Arms Race
复制标题
DOI：
--
复制
发表时间：
2016-05
期刊：
影响因子：
--
通讯作者：
Rishab Nithyanand;Sheharbano Khattak;M. Javed;Narseo Vallina-Rodriguez;Marjan Falahrastegar;Julia E. Powles;Emiliano De Cristofaro;H. Haddadi;S. Murdoch
中科院分区：
文献类型：
--
作者：
Rishab Nithyanand;Sheharbano Khattak;M. Javed;Narseo Vallina-Rodriguez;Marjan Falahrastegar;Julia E. Powles;Emiliano De Cristofaro;H. Haddadi;S. Murdoch
像Adblock Plus这样的广告拦截工具越来越受欢迎，这可能会威胁到广告收入流的动态。作为回应，许多出版商已经加紧努力开发和部署检测和/或反拦截广告拦截器的机制（我们称之为反广告拦截器），有效地升级了在线广告军备竞赛。在本文中，我们开发了一种可扩展的方法来识别跨多个网站共享的第三方服务，并使用它来提供跨Alexa Top-5K网站的反广告拦截的第一个特征。我们映射执行反广告拦截的网站以及提供反广告拦截脚本的实体。我们研究了这些脚本的运作方式及其对流行广告拦截器的影响。我们发现，Alexa Top-5K中至少有6.7%的网站使用了反广告拦截脚本，这些脚本来自12个不同的实体，其中一些实体对培育在线广告业有直接的兴趣。
Adblocking tools like Adblock Plus continue to rise in popularity, potentially threatening the dynamics of advertising revenue streams. In response, a number of publishers have ramped up efforts to develop and deploy mechanisms for detecting and/or counter-blocking adblockers (which we refer to as anti-adblockers), effectively escalating the online advertising arms race. In this paper, we develop a scalable approach for identifying third-party services shared across multiple web-sites and use it to provide a first characterization of anti-adblocking across the Alexa Top-5K websites. We map websites that perform anti-adblocking as well as the entities that provide anti-adblocking scripts. We study the modus operandi of these scripts and their impact on popular adblockers. We find that at least 6.7% of websites in the Alexa Top-5K use anti-adblocking scripts, acquired from 12 distinct entities -- some of which have a direct interest in nourishing the online advertising industry.