Publication Type

Conference Proceeding Article

Version

Postprint

Publication Date

6-2013

Abstract

Advertisements are the de-facto currency of the Internet with many popular applications (e.g. Angry Birds) and online services (e.g., YouTube) relying on advertisement generated revenue. However, the current economic models and mechanisms for mobile advertising are fundamentally not sustainable and far from ideal. In particular, as we show, applications which use mobile advertising are capable of using significant amounts of a mobile users' critical resources without being controlled or held accountable. This paper seeks to redress this situation by enabling advertisement supported applications to become significantly more "user-friendly". To this end, we present the design and implementation of CAMEO, a new framework for mobile advertising that 1) employs intelligent and proactive retrieval of advertisements, using context prediction, to significantly reduce the bandwidth and energy overheads of advertising, and 2) provides a negotiation protocol and framework that empowers applications to subsidize their data traffic costs by "bartering" their advertisement rights for access bandwidth from mobile ISPs. Our evaluation, that uses real mobile advertising data collected from around the globe, demonstrates that CAMEO effectively reduces the resource consumption caused by mobile advertising.

Discipline

Advertising and Promotion Management | OS and Networks | Software Engineering

Research Areas

Software Systems

Publication

MobiSys '13 Proceeding of the 11th annual international conference on Mobile systems, applications, and services

First Page

125

Last Page

138

ISBN

9781450316729

Identifier

10.1145/2462456.2464436

Publisher

ACM

City or Country

Taipei, Taiwan

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://dx.doi.org/10.1145/2462456.2464436

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