Annoyed Users: Ads and Ad-Block Usage in the Wild
Annoyed Users: Ads and Ad-Block Usage in the Wild
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DOI：
10.1145/2815675.2815705
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发表时间：
2015-10
期刊：
影响因子：
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通讯作者：
Enric Pujol-Gil;O. Hohlfeld;A. Feldmann
中科院分区：
文献类型：
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作者：
Enric Pujol-Gil;O. Hohlfeld;A. Feldmann
互联网上免费提供的内容和服务主要是通过在线广告赚钱的。这种商业模式依赖于内容提供商和用户之间的隐性协议，在这种协议中，观看广告是“免费”内容的价格。然而，这种现状并不是所有用户都能接受的，正如所有流行的Web浏览器都可以使用的广告拦截插件的兴起所表明的那样。事实上，广告拦截器有可能在很大程度上扰乱“免费”内容的广泛建立的商业模式，而“免费”内容目前是构建网络的核心要素之一。在这项工作中，我们阐明了用户如何与广告互动。我们将展示如何利用AdBlock Plus的功能，AdBlock Plus是最流行的广告拦截程序之一，用于从被动网络测量中识别广告流量。我们通过描述野外的广告流量，即在欧洲一家主要互联网服务提供商的住宅宽带网络中看到的情况，补充了之前专注于主动测量的工作。最后，我们将评估广告拦截软件在该特定网络中的流行程度，并讨论对内容提供商和互联网服务提供商可能产生的影响。
Content and services which are offered for free on the Internet are primarily monetized through online advertisement. This business model relies on the implicit agreement between content providers and users where viewing ads is the price for the "free" content. This status quo is not acceptable to all users, however, as manifested by the rise of ad-blocking plugins which are available for all popular Web browsers. Indeed, ad-blockers have the potential to substantially disrupt the widely established business model of "free" content, currently one of the core elements on which the Web is built. In this work, we shed light on how users interact with ads. We show how to leverage the functionality of AdBlock Plus, one of the most popular ad-blockers to identify ad traffic from passive network measurements. We complement previous work, which focuses on active measurements, by characterizing ad-traffic in the wild, i.e., as seen in a residential broadband network of a major European ISP. Finally, we assess the prevalence of ad-blockers in this particular network and discuss possible implications for content providers and ISPs.