The Real Time Bidding (RTB) protocol is by now more than a decade old. During this time, a handful of measurement papers have looked at bidding strategies, personal information flow, and cost of display advertising through RTB. In this paper, we present YourAdvalue, a privacy-preserving tool for displaying to end-users in a simple and intuitive manner their advertising value as seen through RTB. Using YourAdvalue, we measure desktop RTB prices in the wild, and compare them with desktop and mobile RTB prices reported by past work. We present how it estimates ad prices that are encrypted, and how it preserves user privacy while reporting results back to a data-server for analysis. We deployed our system, disseminated its browser extension, and collected data from 200 users, including 12000 ad impressions over 11 months. By analyzing this dataset, we show that desktop RTB prices have grown 4.6X over desktop RTB prices measured in 2013, and 3.8X over mobile RTB prices measured in 2015. We also study how user demographics associate with the intensity of RTB ecosystem tracking, leading to higher ad prices. We find that exchanging data between advertisers and/or data brokers through cookie-synchronization increases the median value of displayed ads by 19%. We also find that female and younger users are more targeted, suffering more tracking (via cookie synchronization) than male or elder users. As a result of this targeting in our dataset, the advertising value (i) of women is 2.4X higher than that of men, (ii) of 25-34 year-olds is 2.5X higher than that of 35-44 year-olds, (iii) is most expensive on weekends and early mornings.
翻译:实时投标协议( RTB) ( Real Time Bitting (RTB) 协议( Real Tiding, RTB) 已有十多年的历史了。 在此期间, 一小撮测量文件审视了投标策略、 个人信息流动和通过 RTB 显示广告成本的成本。 在此文件中, 我们展示了您的Advalue, 以简单和直观的方式向终端用户展示他们的广告价值。 使用您的Adval, 我们测量了野生桌面RTB的价格, 并将其与过去工作所报告的桌面和移动性 RTB 价格相比较。 我们展示了它如何估算加密的价格, 以及如何保护用户隐私, 并且将结果反馈给一个数据服务器。 我们配置了我们的系统, 传播了它的浏览器扩展, 收集了200个用户的数据, 包括11个月中的12000个印象。 我们通过分析这一数据集, 显示桌面RTBTB的价格比2013年的桌面RTB价格提高了4. 6X, 并且比2015年测得的移动性 RTBTB价格提高了3. 8X 。 我们还研究用户与RTB生态系统跟踪强度的强度有关,,, 导致这一价格上升价格更高价格。 (我们发现) 我们发现, 25X 的用户的早期的用户数据比20级用户的数据比20级的中的数据比女性的中的数据更接近值要增加。