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SUMMARY:Breaking for Commercials: Characterizing Mobile Advertising - Nars
 eo Vallina Rodriguez (University of Cambridge)
DTSTART:20121108T160000Z
DTEND:20121108T170000Z
UID:TALK40002@talks.cam.ac.uk
CONTACT:Eiko Yoneki
DESCRIPTION:Mobile advertising has allowed organisations and developers to
  monetize their mobile applications on the Android and iPhone market.\nThe
  mobile advertisement (ad) ecosystem has been the target of prior research
 \, but these works typically focused on a small set of apps or are from a 
 user privacy perspective. This talk\, provides a different perspective by 
 analysing the impact of ad delivery mechanisms on cellular networks and th
 e energy consumption on mobile devices. The analysis makes use of a unique
 \, anonymized data set corresponding to one day of traffic for a major Eur
 opean mobile carrier with more than\n3 million subscribers. We further tak
 e a principled approach to characterize mobile ad traffic along a number o
 f dimensions\, such as overall traffic\, frequency\, as well as possible i
 mplications in terms of energy on a mobile device. Our analysis demonstrat
 es a number of inefficiencies in today's ad delivery mechanisms. Finally\,
  I will discuss the benefits of well-known techniques\, such as pre-fetchi
 ng and caching\, to limit the energy and network signalling overhead cause
 d by current systems. A prototype implementation on Android devices demons
 trates an improvement of 50\\% in terms of energy consumption for offline 
 ad-sponsored apps while limiting the amount of ad related traffic.\n\nThis
  is an IMC'12 practice talk. Full paper available at:http://www.cl.cam.ac.
 uk/~nv240/papers/AdTraffic_IMC2012.pdf\n\n\nBIO: Narseo Vallina is a final
  year PhD student in the Computer Laboratory\, at the University of Cambri
 dge under the supervision of Professor Jon Crowcroft In 2012\, he was awar
 ded with a Qualcomm Innovation Fellowship. His research is mainly focused 
 on ErdOS\; an energy-aware mobile operating system and cellular networks h
 e is also interested on inter-personal communications and the opportunitie
 s that cloud computing can offer to mobile computing. Narseo Vallina has c
 ompleted two internships in Telefonica Research working with Dina Papagian
 naki and Yan Grunenberger and in T-labs with Pan Hui.\n
LOCATION:FW26\, Computer Laboratory\, William Gates Builiding
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