Publication Type
Conference Proceeding Article
Version
publishedVersion
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.
Keywords
Context predictions, Design and implementations, Mobile, Mobile advertisement, Mobile advertising, Negotiation protocol, Proactive retrieval, Resource consumption
Discipline
Advertising and Promotion Management | Software Engineering
Research Areas
Software and Cyber-Physical Systems
Publication
MobiSys '13: Proceeding of the 11th annual international conference on Mobile Systems, Applications, and Services, Taipei, June 25-28
First Page
125
Last Page
138
ISBN
9781450316729
Identifier
10.1145/2462456.2464436
Publisher
ACM
City or Country
New York
Citation
KHAN, Azeem J.; JAYARAJAH, Kasthuri; HAN, Dongsu; MISRA, Archan; BALAN, Rajesh Krishna; and SESHAN, Srinivasan.
CAMEO: A Middleware for Mobile Advertisement Delivery. (2013). MobiSys '13: Proceeding of the 11th annual international conference on Mobile Systems, Applications, and Services, Taipei, June 25-28. 125-138.
Available at: https://ink.library.smu.edu.sg/sis_research/1824
Copyright Owner and License
Publisher
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1145/2462456.2464436