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Tracking is a highly privacy-invasive data collection practice that has been ubiquitous in mobile apps for many years due to its role in supporting advertising-based revenue models. In response, Apple introduced two significant changes with…
In this work, we study ad conversion measurement, a central functionality in digital advertising, where an advertiser seeks to estimate advertiser website (or mobile app) conversions attributed to ad impressions that users have interacted…
In this paper we present a platform which is usable by novice users without domain knowledge of experts. The platform consisting of an iOS app to monitor network traffic and a website to evaluate the results. Monitoring takes place…
The prevalent engagement with mobile apps underscores the importance of understanding their data practices. Transparency plays a crucial role in this context, ensuring users to be informed and give consent before any data access occurs.…
In-app advertising closely relates to app revenue. Reckless ad integration could adversely impact app reliability and user experience, leading to loss of income. It is very challenging to balance the ad revenue and user experience for app…
Apple introduced privacy labels in Dec. 2020 as a way for developers to report the privacy behaviors of their apps. While Apple does not validate labels, they also require developers to provide a privacy policy, which offers an important…
In today's mobile application marketplace, the ability of consumers to make informed choices regarding their privacy is extremely limited. Consumers largely rely on privacy policies and app permission mechanisms, but these do an inadequate…
"Incentivized" advertising platforms allow mobile app developers to acquire new users by directly paying users to install and engage with mobile apps (e.g., create an account, make in-app purchases). Incentivized installs are banned by the…
Multi-touch attribution (MTA) estimates the relative contributions of the multiple ads a user may see prior to any observed conversions. Increasingly, advertisers also want to base budget and bidding decisions on these attributions,…
The rise of mobile apps has brought greater convenience and many options for users. However, many apps use analytics services to collect a wide range of user interaction data, with privacy policies often failing to reveal the types of…
Ads are an important revenue source for mobile app development, especially for free apps, whose expense can be compensated by ad revenue. The ad benefits also carry with costs. For example, too many ads can interfere the user experience,…
The Privacy Sandbox Attribution Reporting API has been recently deployed by Google Chrome to support the basic advertising functionality of attribution reporting (aka conversion measurement) after deprecation of third-party cookies. The API…
Over the past decade, programmatic advertising has received a great deal of attention in the online advertising industry. A real-time bidding (RTB) system is rapidly becoming the most popular method to buy and sell online advertising…
In an effort to combat ad annoyance in mobile apps, publishers have introduced a new ad format called "Incentivized Advertising" or "Rewarded Advertising", whereby users receive rewards in exchange for watching ads. There is much debate in…
As mobile app usage continues to rise, so does the generation of extensive user interaction data, which includes actions such as swiping, zooming, or the time spent on a screen. Apps often collect a large amount of this data and claim to…
In December of 2020, Apple started to require app developers to self-report privacy label annotations on their apps indicating what data is collected and how it is used.To understand the adoption and shifts in privacy labels in the App…
Mobile advertising is a billion pound industry that is rapidly expanding. The success of an advert is measured based on how users interact with it. In this paper we investigate whether the application of unsupervised learning and…
Promotions play a crucial role in e-commerce platforms, and various cost structures are employed to drive user engagement. This paper focuses on promotions with response-dependent costs, where expenses are incurred only when a purchase is…
We consider pricing in settings where a consumer discovers his value for a good only as he uses it, and the value evolves with each use. We explore simple and natural pricing strategies for a seller in this setting, under the assumption…
Budget allocation in online advertising deals with distributing the campaign (insertion order) level budgets to different sub-campaigns which employ different targeting criteria and may perform differently in terms of return-on-investment…