Challenges in measuring online advertising systems

9 years 10 days ago
Challenges in measuring online advertising systems
Online advertising supports many Internet services, such as search, email, and social networks. At the same time, there are widespread concerns about the privacy loss associated with user targeting. Yet, very little is publicly known about how ad networks operate, especially with regard to how they use user information to target users. This paper takes a first principled look at measurement methodologies for ad networks. It proposes new metrics that are robust to the high levels of noise inherent in ad distribution, identifies measurement pitfalls and artifacts, and provides mitigation strategies. It also presents an analysis of how three different classes of advertising -- search, contextual, and social networks, use user profile information today. Categories and Subject Descriptors C.4 [Performance of Systems]: Measurement techniques; K.4.1 [Computers and Society]: Public Policy Issues-Privacy General Terms Experimentation, Measurement Keywords Advertising, Privacy, Behavioral Targe...
Saikat Guha, Bin Cheng, Paul Francis
Added 13 Feb 2011
Updated 13 Feb 2011
Type Journal
Year 2010
Where IMC
Authors Saikat Guha, Bin Cheng, Paul Francis
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