Reconciling bitter rivals

Towards privacy-aware and bandwidth efficient mobile Ads delivery networks

Aruna Seneviratne*, Kanchana Thilakarathna, Suranga Seneviratne, Mohamed Ali Kaafar, Prasant Mohapatra

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

3 Citations (Scopus)

Abstract

The use of free mobile services and applications (commonly referred as apps) are becoming increasingly popular. Such services and apps are generally monetized by means of third party advertising. The app developers and ad networks which provide the advertisements to be displayed within apps use every means to maximize their revenue, most often at the expense of the end user. These means of maximizing revenue impact the user in three ways: 1) Through the loss of privacy and control over their data; 2) through the increase in monetary cost due to communications overheads introduced by ad traffic; and 3) by the increase of battery usage. The introduction of rich media advertisements will have even greater implications with respect to the aforementioned bandwidth and battery consumption concerns. In this paper, we propose a novel architecture, called MASTAds, that combines the concepts of opportunistic networks, network intermediaries and predictive regularity of human behavior which enable both cost and energy-efficient ads delivery. In addition, MASTAds allows ad networks to obtain only the necessary information to provide targeted advertisements and high Ads revenues, whilst still preserving the user privacy.

Original languageEnglish
Title of host publication5th International Conference on Communication Systems and Networks, COMSNETS 2013
Place of PublicationPiscataway
PublisherInstitute of Electrical and Electronics Engineers (IEEE)
Number of pages10
ISBN (Electronic)9781467354943, 9781467353298
ISBN (Print)9781467353304
DOIs
Publication statusPublished - 2013
Externally publishedYes
Event2013 5th International Conference on Communication Systems and Networks, COMSNETS 2013 - Bangalore, India
Duration: 7 Jan 201310 Jan 2013

Conference

Conference2013 5th International Conference on Communication Systems and Networks, COMSNETS 2013
CountryIndia
CityBangalore
Period7/01/1310/01/13

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