Energy consumption in mobile phones: a measurement study and implications for network applications
Proceedings of the 9th ACM SIGCOMM conference on Internet measurement conference
An analysis of power consumption in a smartphone
USENIXATC'10 Proceedings of the 2010 USENIX conference on USENIX annual technical conference
MobiAd: private and scalable mobile advertising
Proceedings of the fifth ACM international workshop on Mobility in the evolving internet architecture
Characterizing radio resource allocation for 3G networks
IMC '10 Proceedings of the 10th ACM SIGCOMM conference on Internet measurement
A first look at traffic on smartphones
IMC '10 Proceedings of the 10th ACM SIGCOMM conference on Internet measurement
TaintDroid: an information-flow tracking system for realtime privacy monitoring on smartphones
OSDI'10 Proceedings of the 9th USENIX conference on Operating systems design and implementation
Fine-grained power modeling for smartphones using system call tracing
Proceedings of the sixth conference on Computer systems
An untold story of middleboxes in cellular networks
Proceedings of the ACM SIGCOMM 2011 conference
Identifying diverse usage behaviors of smartphone apps
Proceedings of the 2011 ACM SIGCOMM conference on Internet measurement conference
Mitigating the true cost of advertisement-supported "free" mobile applications
Proceedings of the Twelfth Workshop on Mobile Computing Systems & Applications
Don't kill my ads!: balancing privacy in an ad-supported mobile application market
Proceedings of the Twelfth Workshop on Mobile Computing Systems & Applications
Unsafe exposure analysis of mobile in-app advertisements
Proceedings of the fifth ACM conference on Security and Privacy in Wireless and Mobile Networks
Who killed my battery?: analyzing mobile browser energy consumption
Proceedings of the 21st international conference on World Wide Web
Web caching on smartphones: ideal vs. reality
Proceedings of the 10th international conference on Mobile systems, applications, and services
AdDroid: privilege separation for applications and advertisers in Android
Proceedings of the 7th ACM Symposium on Information, Computer and Communications Security
Meddle: middleboxes for increased transparency and control of mobile traffic
Proceedings of the 2012 ACM conference on CoNEXT student workshop
JouleUnit: a generic framework for software energy profiling and testing
Proceedings of the 2013 workshop on Green in/by software engineering
CAMEO: a middleware for mobile advertisement delivery
Proceeding of the 11th annual international conference on Mobile systems, applications, and services
Prefetching mobile ads: can advertising systems afford it?
Proceedings of the 8th ACM European Conference on Computer Systems
Comparing mobile applications' energy consumption
Proceedings of the 28th Annual ACM Symposium on Applied Computing
Understanding mobile app usage patterns using in-app advertisements
PAM'13 Proceedings of the 14th international conference on Passive and Active Measurement
Computationally efficient techniques for economic mechanisms
Proceedings of the 2013 international conference on Autonomous agents and multi-agent systems
Information bazaar: a contextual evaluation
Proceedings of the 5th ACM workshop on HotPlanet
Personal cloudlets for privacy and resource efficiency in mobile in-app advertising
Proceedings of the first international workshop on Mobile cloud computing & networking
CacheKeeper: a system-wide web caching service for smartphones
Proceedings of the 2013 ACM international joint conference on Pervasive and ubiquitous computing
Rise of the planet of the apps: a systematic study of the mobile app ecosystem
Proceedings of the 2013 conference on Internet measurement conference
RILAnalyzer: a comprehensive 3G monitor on your phone
Proceedings of the 2013 conference on Internet measurement conference
Best paper -- Follow the money: understanding economics of online aggregation and advertising
Proceedings of the 2013 conference on Internet measurement conference
How much energy can we save from prefetching ads?: energy drain analysis of top 100 apps
Proceedings of the Workshop on Power-Aware Computing and Systems
Impression fraud in online advertising via pay-per-view networks
SEC'13 Proceedings of the 22nd USENIX conference on Security
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Mobile phones and tablets can be considered as the first incarnation of the post-PC era. Their explosive adoption rate has been driven by a number of factors, with the most signifcant influence being applications (apps) and app markets. Individuals and organizations are able to develop and publish apps, and the most popular form of monetization is mobile advertising. The mobile advertisement (ad) ecosystem has been the target of prior research, but these works typically focused on a small set of apps or are from a user privacy perspective. In this work we make use of a unique, anonymized data set corresponding to one day of traffic for a major European mobile carrier with more than 3 million subscribers. We further take a principled approach to characterize mobile ad traffic along a number of dimensions, such as overall traffic, frequency, as well as possible implications in terms of energy on a mobile device. Our analysis demonstrates a number of inefficiencies in today's ad delivery. We discuss the benefits of well-known techniques, such as pre-fetching and caching, to limit the energy and network signalling overhead caused by current systems. A prototype implementation on Android devices demonstrates an improvement of 50 % in terms of energy consumption for offline ad-sponsored apps while limiting the amount of ad related traffic.