smartads : bringing contextual ads to mobile apps
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SmartAds: Bringing Contextual Ads to Mobile AppsSuman Nath, Microsoft Research Felix Xiaozhu Lin, Rice UniversityLenin Ravindranath, MIT Jitu Padhye, Microsoft ResearchMobile Apps and AdsAd spending proportional to time spent1.8x Web In 2012Mobile is an exceptionSources: VSS, Mary Meeker (KPCB), ComScore, Alexa, Flurry
Consumers say mobile ads are irrelevant
Green coffeeTrucking industry
Personal LoanSpray and pray ads just dont cut it on mobile
Contextual Ads on the Web
On Mobile Apps
Enabling Contextual Ads On Web
Advertising network crawls Web pagesExtracts advertising keywords offlineUse URL keywords mapping onlineOffline crawling of data inside app is challenging
Need to run/interact with apps for Cloud data
Data may change with location and time Online keyword extraction (in client-server) is tricky
Accuracy, efficiency, and privacy trade-offsOur goal: In-app Contextual Ad
Sports adsBars ads
Ringtone adsOutlineDoes contextual ads make sense for mobile apps?Measurements with 1200 Windows Phone Apps
How can we enable it?SmartAds system
How effective is contextual advertising?User study and measurementsMeasurement MethodologyAppPhonePageDataAdvertising Keyword ExtractorPage datakeywordsTop 1200 non-game Windows Phone apps (from overall top 2000)Salon, Haircut
Are there prominent keywords in app pages that match available ads in ad network?
One week bidding keywords trace from Microsofts ad network PhoneMonkeyAutomatically runs and explores apps
Scrapes any data shown to userPhone Monkey
Keywords in PageData PageData is a good source of ad keywordsContextual advertising has good potentialHalf the apps have >20 keywordsIs MetaData Good Enough?
PageData(PhoneMonkey)MetaData(App Store)85% apps have more keywords in PageDataPageData has more keywords than MetaDataPageData-based targeting has more potential than MetaData-based targetingPageData DynamicsHalf the apps have session similarity < 0.55Page data is dynamicNeed online keyword extractionOutlineDoes contextual ads make sense for mobile apps?Extract keywords from PageData, during run time
How can we enable contextual ads in apps?SmartAds system
How effective is contextual advertising?User study and measurementsSmartAdsSalon serviceadsdetails, haircut, up, to, salon, .. Online Keyword extraction
SmartAds Server
Ad Control
Offline Crawling(Ad, keyword) inventoryApp keywordsSmartAds GoalsAccurate: ads relevant to page content
Efficient: small memory and network overhead
Private: dont send sensitive page data out
Impossible to maximize all in a client-server design [Hardt, CCS13] AccuracyPageFrequencyCapitalizationFontSizeBidFrequencySalon services, haircut0.40.20.30.7
Use state-of-the-art ad-keywords extractor KEX[Yih, WWW06](See paper for our extensions)For each word:Where to extract keywords?Do in phone? Large memory footprint: ~100 MB dictionary of bidding keywordsDo in Server? Bad privacy: send page content to Cloud~5KB network bw per page
We do partly in phone, partly in serverAchieve a reasonable balanceAccuracyPrivacyEfficiencyPhoneServer
Accuracy + Memory efficiencyPartition the scoring functionDot product is partitionableFontSizeBidding Frequency
Bidding DatabaseFeature vectorWeight vectorAccuracy + Memory efficiency + Communication Efficiency + PrivacyPhone drops words that cannot be keywordsLocal PruningPhone drops word if local weight is too small
Correctness guarantee, with bounded weight and feature valuesBloom filterPhone maintains a filter with bidding keywords
Drop words if not in the filterBloom Filter ChallengesBloom filter size Memory overhead at client
Update on keyword changesNetwork overhead at client
False positivesAccidental leak of non-keywordsAnalyze Microsofts ad networkSize: 4 monthsUse one-way hashOutlineDoes contextual ads make sense for mobile apps?Measurements with 1200 Windows Apps
How can we enable it?SmartAds system
How effective is SmartAds?User study and measurementsPerformance measurementPrototype implemented for Windows Phone (client) and Windows Azure (server)
Performance measured on a Samsung Focus phoneCPU50ms at client,
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