Mitigating the true cost of advertisement-supported "free" mobile applications

摘要: The dominant, "ad-supported free application" model for consumer-oriented mobile computing is seemingly imperiled by the growing global adoption of metered data pricing plans operators. In this paper, we explore opportunities addressing emerging conflict enabling more intelligent ad delivery to such devices. One especially promising path leveraging increasing availability heterogeneous wireless access technologies (e.g., WiFi, femtocells) that offer less restrictive and energy-efficient transport substrates traffic. To understand possibilities exist, first profile advertisement traffic characteristics some most popular advertisement-supported consumer applications, then analyze key features delivery. We outline principles CAMEO, a middleware uses predictive profiling user's {device, network usage} context anticipate advertisements need be served, modulates their mechanism enable effective advertising, but at considerably lower costs.