adPerf：第三方广告的性能特征
adPerf: Characterizing the Performance of Third-party Ads
摘要：
通过在线广告将网站和网络应用程序货币化在网络生态系统中很普遍。如今，在线广告生态系统迫使发布商整合来自这些第三方域名的广告。一方面，这引起了近年来积极研究的几个隐私和安全问题。另一方面，鉴于当今的浏览器能够加载具有复杂动画和JavaScript的动态网页，在线广告也发生了变化，并可能对网页性能产生重大影响。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单和设备能耗。在本文中，我们应用了一个深入的和第一的一类性能评估的网络广告。与之前主要依赖于广告拦截器的努力不同，我们对Web浏览器的页面加载过程进行了细粒度的分析，以揭开Web广告的性能成本。我们的目标是通过广告的每一个组成部分来描述成本，这样发布商、广告辛迪加和广告客户就可以通过详细的指导来提高广告的效果。为此，我们为Chrome浏览器开发了一个基础设施adPerf，该基础设施将页面加载工作负载分类为广告相关和主要内容，粒度为浏览器活动（如JavaScript和布局）。我们的评估表明，在线广告需要超过15%的浏览器页面加载工作量，其中约88%用于JavaScript。我们还跟踪网络广告的来源和交付链，并考虑广告内容的来源来分析性能。我们观察到两个知名的第三方广告域贡献了35%的广告性能成本，令人惊讶的是，顶级新闻网站隐含地包括未知的第三方广告，在某些情况下，这些广告占广告性能成本的37%以上。
英文摘要：
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.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
