Name
Abstract | ||
|---|---|---|
Adblocking tools like Adblock Plus continue to rise in popularity, potentially threatening the dynamics of advertising revenue streams. In response, a number of publishers have ramped up efforts to develop and deploy mechanisms for detecting and/or counter-blocking adblockers (which we refer to as anti-adblockers), effectively escalating the online advertising arms race. In this paper, we develop a scalable approach for identifying third-party services shared across multiple web-sites and use it to provide a first characterization of anti-adblocking across the Alexa Top-5K websites. We map websites that perform anti-adblocking as well as the entities that provide anti-adblocking scripts. We study the modus operandi of these scripts and their impact on popular adblockers. We find that at least 6.7% of websites in the Alexa Top-5K use anti-adblocking scripts, acquired from 12 distinct entities -- some of which have a direct interest in nourishing the online advertising industry. |
Year | Venue | DocType |
|---|---|---|
2016 | CoRR | Conference |
Volume | Citations | PageRank |
abs/1605.05077 | 15 | 0.89 |
References | Authors | |
12 | 9 | |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Rishab Nithyanand | 1 | 242 | 16.39 |
| Sheharbano Khattak | 2 | 74 | 5.32 |
| Mobin Javed | 3 | 118 | 11.18 |
| Narseo Vallina-Rodriguez | 4 | 523 | 35.12 |
| Marjan Falahrastegar | 5 | 39 | 2.85 |
| Julia E. Powles | 6 | 51 | 4.31 |
| Emiliano De Cristofaro | 7 | 1161 | 77.02 |
| Hamed Haddadi | 8 | 1361 | 74.81 |
| Steven J. Murdoch | 9 | 806 | 57.90 |