[NRG] Reminder: NRG Meeting: Follow the Money - Understanding Economics o... @ Mon Oct 28, 2013 11am - 12pm (NRG Calendar)
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Wed Oct 23 10:59:59 EDT 2013
This is a reminder for:
Title: NRG Meeting: Follow the Money - Understanding Economics of Online
Aggregation and Advertising (Larissa Spinelli)
Title: Follow the Money - Understanding Economics of Online Aggregation and
Presenter: Larissa Spinelli
This presentation covers the paper "Follow the Money - Understanding
Economics of Online Aggregation and Advertising"  from IMC 2013.
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
 - "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.
When: Mon Oct 28, 2013 11am – 12pm Eastern Time
Where: MCS-137, 111 Cummington Mall, Boston, MA 02215
Calendar: NRG Calendar
* Larissa Spinelli - creator
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