Untangling Header Bidding Lore
Untangling Header Bidding Lore
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DOI：
10.1007/978-3-030-44081-7_17
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发表时间：
2020-03
期刊：
影响因子：
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通讯作者：
Waqar Aqeel;Debopam Bhattacherjee;B. Chandrasekaran;P. B. Godfrey;G. Laughlin;B. Maggs;Ankit Singla
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文献类型：
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作者：
Waqar Aqeel;Debopam Bhattacherjee;B. Chandrasekaran;P. B. Godfrey;G. Laughlin;B. Maggs;Ankit Singla
标题竞价（HB）是一种相对较新的在线广告技术，其允许内容发布者进行客户端（即，从终端用户的浏览器内），用于在网页上出售广告位的实时拍卖。我们为Chrome和Firefox开发了一个新的浏览器扩展程序，以便从用户的角度观察这种浏览器内拍卖过程。我们使用来自393，400次HB拍卖的真实的最终用户测量结果来（a）量化HB拍卖的广告收入，（B）估计与广告交易所集成时的延迟开销，并讨论其对广告收入的影响，以及（c）将广告交易所招标所花费的时间分解为各种因素，并突出需要改进的领域。对于我们的研究中的用户，我们发现HB增加了网站的广告收入相比，在以前的工作中报告的实时投标。我们还发现，HB中的延迟开销可以很容易地减少或消除，并概述了一些解决方案，并将HB平台作为隐私保护广告的机会。
Header bidding (HB) is a relatively new online advertising technology that allows a content publisher to conduct a client-side (i.e., from within the end-user’s browser), real-time auction for selling ad slots on a web page. We developed a new browser extension for Chrome and Firefox to observe this in-browser auction process from the user’s perspective. We use real end-user measurements from 393,400 HB auctions to (a) quantify the ad revenue from HB auctions, (b) estimate latency overheads when integrating with ad exchanges and discuss their implications for ad revenue, and (c) break down the time spent in soliciting bids from ad exchanges into various factors and highlight areas for improvement. For the users in our study, we find that HB increases ad revenue for web sites bycompared to that in real-time bidding as reported in a prior work. We also find that the latency overheads in HB can be easily reduced or eliminated and outline a few solutions, and pitch the HB platform as an opportunity for privacy-preserving advertising.