Blocking online advertising - a state of the art
Online advertising has emerged as one of the major business models on the Internet. Publishers rely on the online revenue generated from advertising to offer many free services. However it has become evident that online advertisements are now becoming quite intrusive and also consume a lot of valuab...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Conference Paper |
| Published: |
IEEE
2009
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| Online Access: | http://portal.acm.org/citation.cfm?id=1586169 http://hdl.handle.net/20.500.11937/30976 |
| Summary: | Online advertising has emerged as one of the major business models on the Internet. Publishers rely on the online revenue generated from advertising to offer many free services. However it has become evident that online advertisements are now becoming quite intrusive and also consume a lot of valuable bandwidth to download zero-caching ads and flash or video ads. The main contribution of this paper is as follows; it attempts to identify the main reasons why internet users want to block online ads, it also critically evaluates several existing ad-blocking techniques and conducts an experiment to measure the amount of bandwidth used by online advertisements relative to the actual content. Near the end of the paper a brief discussion on probable future researches open a vast new region to be explored. |
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