Sarro, F;
Gao, C;
Zeng, J;
Lyu, MR;
King, I;
(2018)
Exploring the effects of ad schemes on the performance cost of mobile phones.
In: Li, L and Meng, G and Klein, J and Malek, S, (eds.)
A-Mobile 2018: Proceedings of the 1st International Workshop on Advances in Mobile App Analysis.
(pp. pp. 13-18).
Association for Computing Machinery (ACM): New York, NY, USA.
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Abstract
Advertising is an important revenue source for mobile app development, especially for free apps. However, ads also carry costs to users. Displaying ads can interfere user experience, and lead to less user retention and reduced earnings ultimately. Although there are recent studies devoted to directly mitigating ad costs, for example, by reducing the battery or memory consumed, comprehensive analysis on ad embedded schemes (e.g., ad sizes and ad providers) has rarely been conducted. In this paper, we focus on analyzing three types of performance cost, i.e., cost of memory/CPU, traffic, and battery. We explore 12 ad schemes used in 104 popular Android apps and compare their performance consumption. We show that the performance costs of the ad schemes we analyzed are significantly different. We also summarize the ad schemes that would generate low resource cost to users. Our summary is endorsed by 37 experienced app developers we surveyed.
| Type: | Proceedings paper |
|---|---|
| Title: | Exploring the effects of ad schemes on the performance cost of mobile phones |
| Event: | 1st International Workshop on Advances in Mobile App Analysis (A-Mobile 2018) |
| Location: | Montpellier |
| Dates: | 04 September 2018 - 04 September 2018 |
| ISBN-13: | 978-1-4503-5973-3 |
| Open access status: | An open access version is available from UCL Discovery |
| DOI: | 10.1145/3243218.3243221 |
| Publisher version: | https://doi.org/10.1145/3243218.3243221 |
| Language: | English |
| Additional information: | This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions. |
| UCL classification: | UCL UCL > Provost and Vice Provost Offices UCL > Provost and Vice Provost Offices > UCL BEAMS UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science |
| URI: | https://discovery.ucl.ac.uk/id/eprint/10057840 |
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