In-Depth Survey of Digital Advertising Technologies

  title={In-Depth Survey of Digital Advertising Technologies},
  author={Gong Chen and Jacob H. Cox and Arif Selcuk Uluagac and John A. Copeland},
  journal={IEEE Communications Surveys \& Tutorials},
Some of the world's most well-known IT companies are in fact advertising companies deriving their primary revenues through digital advertising. For this reason, these IT giants are able to continually drive the evolutions of information technology in ways that serve to enhance our everyday lives. The benefits of this relationship include free web browsers with powerful search engines and mobile applications. Still, it turns out that “free” comes at a cost that is paid through our interactions… 
Measuring the Facebook Advertising Ecosystem
The results reveal that users are targeted by a wide range of advertisers and that a non-negligible fraction of advertisers are part of potentially sensitive categories such as news and politics, health or religion; that a significant number of advertisers employ targeting strategies that could be either invasive or opaque.
Threats to Online Advertising and Countermeasures
Threats to online advertising are studied and the root causes from a systems point of view are traced, including the need for transparency of the advertising ecosystem and software vulnerabilities on the client-side.
Online Advertising Security: Issues, Taxonomy, and Future Directions
A comprehensive taxonomy of attacks on online advertising is devised to raise awareness among researchers about the vulnerabilities of online advertising ecosystem and the limitations and effectiveness of the countermeasures developed to secure entities in the advertising ecosystem against these attacks.
Revisiting Mobile Advertising Threats with MAdLife
An ad collection framework – MAdLife – on Android to capture all the in-app ad traffic generated during an ad's entire lifespan and study the relationship between them, and reveals a strong correlation between fraudulent apps and malicious ads.
  • V. Stallone
  • Business, Art
    Proceedings of the 18th International Conference on WWW/Internet 2019
  • 2019
This paper presents a systematic review of the literature of 29 research articles, which used a visualization of the digital advertising ecosystem with a focus on online real-time advertising. This
Environmental impact assessment of online advertising
There are no commonly agreed ways to assess the total energy consumption of the Internet. Estimating the Internet's energy footprint is challenging because of the interconnectedness associated with
User Response Prediction in Online Advertising
A taxonomy is proposed to categorize state-of-the-art user response prediction methods, primarily focusing on the current progress of machine learning methods used in different online platforms, and applications of user response Prediction, benchmark datasets, and open source codes in the field are reviewed.
Auditing, Measuring, and Bringing Transparency to Social Media Advertising Ecosystems. (Audit, mesure et transparence des écosystèmes de publicité sur les réseaux sociaux)
A browser extension is built, AdAnalyst, which collects the ads that users see in Facebook and the explanations that it provides to them, and in return it provides them with aggregated statistics about the ads they receive, and a collaborative method is developed that allows us to infer why a user has been targeted with ads on Facebook, by looking at the characteristics of users that received the same ad.


Best paper -- Follow the money: understanding economics of online aggregation and advertising
A simple model is developed that captures the various parameters of today's advertising revenues, whose values are estimated via the traces and shows that per aggregator revenue is skewed, while the contribution of users to advertising revenue is much less skewed.
An Economic Analysis of Online Advertising Using Behavioral Targeting
It is demonstrated that, although social welfare is increased and small advertisers are better off under behavioral targeting, the dominant advertiser might be worse off and reluctant to switch from traditional advertising.
The Dark Alleys of Madison Avenue: Understanding Malicious Advertisements
This paper performs the first large-scale study of the safety of the advertisements that are encountered by the users on the Web, and analyzes to what extent users are exposed to malicious content through advertisements.
Adscape: harvesting and analyzing online display ads
A first-of-its-kind study that seeks to broadly understand the features, mechanisms and dynamics of display advertising on the web - i.e., the Adscape - from the perspective of users who are the targets of display ads shown on web sites.
Challenges in measuring online advertising systems
A first principled look at measurement methodologies for ad networks is taken, which 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.
Privad: Practical Privacy in Online Advertising
This paper presents Privad, an online advertising system designed to be faster and more private than existing systems while filling the practical market needs of targeted advertising: ads shown in web pages; targeting based on keywords, demographics, and interests; and defense against click-fraud.
Risk-aware revenue maximization in display advertising
The problem of maximizing revenue by adjusting prices of display inventory is addressed, and the optimization approach drives the revenue towards local maximum under mild conditions on the properties of the (unknown) demand curve.
Understanding the Network and User-Targeting Properties of Web Advertising Networks
This paper extensively evaluate Google's, AOL's, and Ad blade's ad networks and demonstrates how their different design philosophies dominantly affect their performance at both network and content levels.
Understanding fraudulent activities in online ad exchanges
A detailed view of how one of the largest ad exchanges operates and the associated security issues from the vantage point of a member ad network is presented.
AdSplit: Separating Smartphone Advertising from Applications
AdSplit is described, where Android is extended to allow an application and its advertising to run as separate processes, under separate user-ids, eliminating the need for applications to request permissions on behalf of their advertising libraries, and providing services to validate the legitimacy of clicks, locally and remotely.