@conference{2011_gmacia_ICDSC_webAdvertising,
author = "Yong Wang and Daniel Burgener and Aleksandar Kuzmanovic and Maci{\'a}-Fern{\'a}ndez, Gabriel ",
abstract = "Advertising has become an integral and inseparable
part of the World Wide Web. However, neither public auditing
nor monitoring mechanisms still exist in this emerging area. In
this paper, we present our initial efforts on building a networkand
content-level auditing service for Web-based ad networks.
Our network-level measurements – charting the network infrastructure
and quantifying the ad platforms’ delay performance
– can help commissioners to evaluate their networks from end
users’ perspective, and let advertisers choose commissioners
that better fit their needs. Our content-level measurements –
understanding the ad distribution mechanisms and evaluating
location-based and behavioral targeting approaches – bring
useful auditing information to all entities involved in the online
advertising business. We extensively evaluate Google’s, AOL’s,
and Adblade’s ad networks and demonstrate how their different
design philosophies dominantly affect their performance at both
network and content levels.",
editor = "Proceedings of IEEE ICDCS 2011",
pages = "257-262",
title = "{U}nderstanding the {N}etwork and {U}ser-{T}argeting {P}roperties of {W}eb {A}dvertising {N}etworks",
url = "http://ceres.ugr.es/~gmacia/papers/ICDCS2011_chartad.pdf",
year = "2011",
}