Breaking for Commercials：Characterizing Mobile Advertising.pdf

Breaking for Commercials: Characterizing Mobile Advertising Narseo Vallina-Rodriguez† , Jay Shah† , Alessandro Finamore‡ Yan Grunenberger⋄ , Hamed Haddadi§, Konstantina Papagiannaki⋄ , Jon Crowcroft† University of Cambridge†, Politecnico di Torino‡, Telefonica Research⋄ Queen Mary University of London§ name.surname@cl.cam.ac.uk† , finamore@tlc.polito.it‡ , {yan,dina}@tid.es⋄ hamed@eecs.qmul.ac.uk§ ABSTRACT 1. INTRODUCTION Mobile phones and tablets can be considered as the first incarnation Mobile application (app) markets have been a major success and of the post-PC era. Their explosive adoption rate has been driven adoption factor for smartphones, allowing individuals and organi- by a number of factors, with the most signifcant influence being zations to develop and sell apps to interested users. The App Store applications (apps) and app markets. Individuals and organizations from Apple and Google Play (previously named Android Market) are able to develop and publish apps, and the most popular form of from Google are the two major platforms where developers sell or monetization is mobile advertising. freely share their apps. Both Apple and Google have played a major The mobile advertisement (ad) ecosystem has been the target of role in democratizing revenues related to mobile apps. In particu- prior research, but these works typically focused on a small set of lar, considering that 73% of the apps in Google Play are free [ 1], apps or a