Using predictive prefetching to improve World Wide Web latency
ACM SIGCOMM Computer Communication Review
A Data Mining Algorithm for Generalized Web Prefetching
IEEE Transactions on Knowledge and Data Engineering
Resource overbooking and application profiling in shared hosting platforms
OSDI '02 Proceedings of the 5th symposium on Operating systems design and implementationCopyright restrictions prevent ACM from being able to make the PDFs for this conference available for downloading
Efficient and transparent dynamic content updates for mobile clients
Proceedings of the 4th international conference on Mobile systems, applications and services
CoolSpots: reducing the power consumption of wireless mobile devices with multiple radio interfaces
Proceedings of the 4th international conference on Mobile systems, applications and services
Context-for-wireless: context-sensitive energy-efficient wireless data transfer
Proceedings of the 5th international conference on Mobile systems, applications and services
Wireless wakeups revisited: energy management for voip over wi-fi smartphones
Proceedings of the 5th international conference on Mobile systems, applications and services
Integrating recommendation models for improved web page prediction accuracy
ACSC '08 Proceedings of the thirty-first Australasian conference on Computer science - Volume 74
An Empirical Study on the Capacity and Performance of 3G Networks
IEEE Transactions on Mobile Computing
A calendar based Internet content pre-caching agent for small computing devices
Personal and Ubiquitous Computing
Energy consumption in mobile phones: a measurement study and implications for network applications
Proceedings of the 9th ACM SIGCOMM conference on Internet measurement conference
Augmenting mobile 3G using WiFi
Proceedings of the 8th international conference on Mobile systems, applications, and services
LiveLab: measuring wireless networks and smartphone users in the field
ACM SIGMETRICS Performance Evaluation Review
Proceedings of the sixteenth international conference on Architectural support for programming languages and operating systems
Privad: practical privacy in online advertising
Proceedings of the 8th USENIX conference on Networked systems design and implementation
PocketWeb: instant web browsing for mobile devices
ASPLOS XVII Proceedings of the seventeenth international conference on Architectural Support for Programming Languages and Operating Systems
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
Where is the energy spent inside my app?: fine grained energy accounting on smartphones with Eprof
Proceedings of the 7th ACM european conference on Computer Systems
Adaptive power-aware prefetch in wireless networks
IEEE Transactions on Wireless Communications
Fast app launching for mobile devices using predictive user context
Proceedings of the 10th international conference on Mobile systems, applications, and services
ObliviAd: Provably Secure and Practical Online Behavioral Advertising
SP '12 Proceedings of the 2012 IEEE Symposium on Security and Privacy
Empowering developers to estimate app energy consumption
Proceedings of the 18th annual international conference on Mobile computing and networking
Understanding and prediction of mobile application usage for smart phones
Proceedings of the 2012 ACM Conference on Ubiquitous Computing
Breaking for commercials: characterizing mobile advertising
Proceedings of the 2012 ACM conference on Internet measurement conference
CAMEO: a middleware for mobile advertisement delivery
Proceeding of the 11th annual international conference on Mobile systems, applications, and services
SmartAds: bringing contextual ads to mobile apps
Proceeding of the 11th annual international conference on Mobile systems, applications, and services
Personal cloudlets for privacy and resource efficiency in mobile in-app advertising
Proceedings of the first international workshop on Mobile cloud computing & networking
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
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Mobile app marketplaces are dominated by free apps that rely on advertising for their revenue. These apps place increased demands on the already limited battery lifetime of modern phones. For example, in the top 15 free Windows Phone apps, we found in-app advertising contributes to 65% of the app's total communication energy (or 23% of the app's total energy). Despite their small size, downloading ads each time an app is started and at regular refresh intervals forces the network radio to be continuously woken up, thus leading to a high energy overhead, so-called 'tail energy' problem. A straightforward mechanism to lower this overhead is to prefetch ads in bulk and serve them locally. However, the prefetching of ads is at odds with the real-time nature of modern advertising systems wherein ads are sold through real-time auctions each time the client can display an ad. This paper addresses the challenge of supporting ad prefetching with minimal changes to the existing advertising architecture. We build client models predicting how many ad slots are likely to be available in the future. Based on this (unreliable) estimate, ad servers make client ad slots available in the ad exchange auctions even before they can be displayed. In order to display the ads within a short deadline, ads are probabilistically replicated across clients, using an overbooking model designed to ensure that ads are shown before their deadline expires (SLA violation rate) and are shown no more than required (revenue loss). With traces of over 1,700 iPhone and Windows Phone users, we show that our approach can reduce the ad energy overhead by over 50% with a negligible revenue loss and SLA violation rate.