Monetizing websites and web apps through online advertising is widespread in the web ecosystem. The online advertising ecosystem nowadays forces publishers to integrate ads from these third-party domains. On the one hand, this raises several privacy and security concerns that are actively studied in recent years. On the other hand, given the ability of today's browsers to load dynamic web pages with complex animations and Javascript, online advertising has also transformed and can have a significant impact on webpage performance. The performance cost of online ads is critical since it eventually impacts user satisfaction as well as their Internet bill and device energy consumption. In this paper, we apply an in-depth and first-of-a-kind performance evaluation of web ads. Unlike prior efforts that rely primarily on adblockers, we perform a fine-grained analysis on the web browser's page loading process to demystify the performance cost of web ads. We aim to characterize the cost by every component of an ad, so the publisher, ad syndicate, and advertiser can improve the ad's performance with detailed guidance. For this purpose, we develop an infrastructure, adPerf, for the Chrome browser that classifies page loading workloads into ad-related and main-content at the granularity of browser activities (such as Javascript and Layout). Our evaluations show that online advertising entails more than 15% of browser page loading workload and approximately 88% of that is spent on JavaScript. We also track the sources and delivery chain of web ads and analyze performance considering the origin of the ad contents. We observe that 2 of the well-known third-party ad domains contribute to 35% of the ads performance cost and surprisingly, top news websites implicitly include unknown third-party ads which in some cases build up to more than 37% of the ads performance cost.
翻译:通过在线广告实现网站和网络应用程序的货币化在网络生态系统中很普遍。 在线广告生态系统现在迫使出版商将这些第三方领域的广告整合在一起。 一方面, 这引起了近年来积极研究的一些隐私和安全关切。 另一方面, 鉴于今天的浏览器有能力用复杂的动画和Javascript 来装入动态网页, 在线广告也改变了并且能够对网页的性能产生重大影响。 在线广告的性能成本至关重要, 因为它最终会影响用户满意度以及他们的互联网账项和能源消费。 在本文中, 我们对网站广告广告应用了深入和首次的实物性能评估。 与以往主要依赖阻塞者的工作不同,我们对网络浏览器网页的装货流程进行了精细分析,以解析网络广告的性能成本成本成本成本成本成本。 我们的出版商、 辛迪加和广告商可以考虑通过详细指导来改进广告的性能。 为此,我们开发了一个深度和首次的网络化性能评估。 与前35个网站的高级性能、高级性能分析工具, 用于我们在互联网服务器的性价标的性平面上的性能评估。