[NRG] Reminder: NRG Meeting: Follow the Money - Understanding Economics o... @ Mon Oct 28, 2013 11am - 12pm (NRG Calendar)

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Sun Oct 27 10:59:46 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  
Advertising

Presenter: Larissa Spinelli

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.
http://conferences.sigcomm.org/imc/2013/papers/imc184s-gillAemb.pdf
When: Mon Oct 28, 2013 11am – 12pm Eastern Time
Where: MCS-137, 111 Cummington Mall, Boston, MA 02215
Calendar: NRG Calendar
Who:
     * Larissa Spinelli - creator

Event details:  
https://www.google.com/calendar/event?action=VIEW&eid=aHIwYnVwYnAxaDlxYzlibTRraGpwZGg5YjAgNTYwam42bnQ1aGo0b2YzcnNyaWNoZnB0aW9AZw

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