Energy consumption in mobile phones: a measurement study and implications for network applications
Proceedings of the 9th ACM SIGCOMM conference on Internet measurement conference
Characterizing radio resource allocation for 3G networks
IMC '10 Proceedings of the 10th ACM SIGCOMM conference on Internet measurement
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
A close examination of performance and power characteristics of 4G LTE networks
Proceedings of the 10th international conference on Mobile systems, applications, and services
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
Prefetching mobile ads: can advertising systems afford it?
Proceedings of the 8th ACM European Conference on Computer Systems
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Recently, there has been a surge of interests on developing techniques and architectures for prefetching ads to potentially reduce the smartphone energy drain by 3G/4G radios from fetching ads. Despite the development of prefetching techniques, it remains unclear (1) how much smartphone energy do ads consume in popular apps in dominant app markets, and (2) out of which, what portion can we realistically save from prefetching? We present a measurement study of the energy drain of top 100 free apps in Google Play, totaling more than 2.2 B downloads, to re-examine the above two motivational questions for ads energy research. We found the upper bound energy savings from prefetching ads is low: out of the top 100 apps, only 57 apps display ads, which incur on average 3.2% total energy on ads 3G tails. We further show the already-low upper bound ads energy saving is hard to achieve by ads prefetching as different apps exhibit very different ads behavior.