Follow the Money - Understanding Economics of Online Aggregation and Advertising: Larissa Spinelli (NRG Seminar)

11:00 am on Monday, October 28, 2013
12:00 pm on Monday, October 28, 2013
MCS 137
Abstract: This presentation covers the paper "Follow the Money - Understanding Economics of Online Aggregation and Advertising" [1] from IMC 2013. Paper Abstract: The large-scale collection and exploitation of personal information to drive targeted online advertisements has raised privacy concerns. As a step towards understanding these concerns, we study the relationship between how much information is collected and how valuable it is for advertising. We use HTTP traces consisting of millions of users to aid our study and also present the rst comparative study between aggregators. We develop a simple model that captures the various parameters of today's advertising revenues, whose values are estimated via the traces. Our results show that per aggregator revenue is skewed (5% accounting for 90% of revenues), while the contribution of users to advertising revenue is much less skewed (20% accounting for 80% of revenue). Google is dominant in terms of revenue and reach (presence on 80% of publishers). We also show that if all 5% of the top users in terms of revenue were to install privacy protection, with no corresponding reaction from the publishers, then the revenue can drop by 30%. [1] - "Follow the Money: Understanding Economics of Online Aggregation and Advertising", P. Gill (The Citizen Lab/Stony Brook University), V. Erramilli (Telefonica Research), A. Chaintreau (Columbia University), B. Krishnamurthy (AT&T Research), K. Papagiannaki, and P. Rodriguez (Telefonica Research). In Proceedings of the Internet Measurement Conference, Barcelona, Spain, October 2013.