Annoyed Users: Ads and Ad-Block Usage in the Wild

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1 Annoyed Users: Ads and Ad-Block Usage in the Wild Enric Pujol TU Berlin Oliver Hohlfeld RWTH Aachen Anja Feldmann TU Berlin IMC 15 Tokyo, Japan

2 2

3 Page Fair and Adobe report on Ad Blocking 3

4 Mozilla Add-on statistics 4

5 Publishers reaction The Guardian 5

6 (Why can I not see BILD.de?) 6

7 Acceptable ads program (non-intrusive ads) White-listing within AdBlockPlus (ABP) 7

8 Our work Residential Broadband Network Online advertising Methodology based on AdBlockPlus Ad-blocker usage Characterize ad traffic 8

9 9

10 10

11 URL Content-Type Base URL ads.example.com^ $ script, image, domain=bar.com DOM Tree #document HTML HEAD BODY IMG Content Policy com/ad.gif Is this information available in HTTP header traces? 11

12 ads.example.com ^ $ script, image, domain=foo.com 12

13 ads.example.com ^ $ script, image, domain=foo.com HTTP logs Bro IDS 13

14 ads.example.com ^ $ script, image, domain=foo.com HTTP logs Bro IDS Map Web Pages ReferrerMap 14

15 ads.example.com ^ $ script, image, domain=foo.com HTTP logs Bro IDS Map Web Pages ReferrerMap Classify requests libadblockplus + filter lists 15

16 Limitations HTTP logs HTTPS traffic Content-Type Referrer Map Web page Classification Hidden ads (CSS) List sanity 16

17 Ad-blocker usage indicators Any ad-blocker AdBlock Plus Low ratio of ad requests Easylist updates Caveat: ad-free content Caveat: HTTPS + NATs How to find a suitable threshold? 17

18 Active measurements Browser Mode #HTTP ad-requests ratio Vanilla 57.8K 16 % Adblock Plus + all lists 48.5K <0.1 % Values for the complete set of Alexa top 1K

19 When can we apply ad-ratio indicator? Vanilla: no plugin AdBP-Pa: adblockplus + all lists At least 1K requests. Set threshold to 5%

20 Data sets Trace RBN-1 RBN-2 Duration 4 days 15 and ½ hours Subscribers 7.5 K 19.7 K HTTP bytes 18.8 TB 11.4 TB HTTP requests M M Characterize ad traffic Assess ad-blocker prevalence

21 How much ad-related traffic? 0 % 18 % 100 % Ad-related traffic EasyList and derivatives (55 %) EasyPrivacy (35 %) Acceptable ads (10 %) Loose gstatic.com^$document Black-listed (57%)

22 How many ABP-capable browsers? 500K pairs <IP, UserAgent> 1.6K unique UserAgent strings 9.2 K users Heavy hitters Known browsers Requests: 50 % (all) 72 % (ads) 33 % 24 % 15 % 21 % 7 % Firefox Chrome Safari Mobile IE

23 Ad Ratio EasyList Browsers with no evidence of an adblocker: 46% of the ad traffic

24 Ad Ratio EasyList Inconsistent indicators a) various users in the same household

25 Ad Ratio EasyList Inconsistent indicators a) different plugin, or b) ad-free content

26 Ad Ratio EasyList Evidence of Adblock Plus for 22% of the users Still generate ad traffic!?

27 How do users configure ABP? AGGREGATED 82% 11 % 7% EasyPrivacy Acceptable ads EasyList 99% EasyPrivacy 90% No ad blocker ABP users 87% Acceptable ads 70% Most AdBlockPlus users do not change default settings 27

28 Summary Can we use existing functionality to classify ad traffic? Yes, we can! (but limitations apply)

29 Summary Can we use existing functionality to classify ad traffic? Yes, we can! (but limitations apply) Which traffic is potentially affected by Adblock Plus? ~18% requests and ~1% HTTP bytes Google, CDNs, Cloud Providers and dedicated ASes 10% of the ad-related traffic is white listed

30 Summary Can we use existing functionality to classify ad traffic? Yes, we can! (but limitations apply) Which traffic is potentially affected by Adblock Plus? ~18% requests and ~1% HTTP bytes Google, CDNs, Cloud Providers and dedicated ASes 10% of the ad-related traffic conforms Acceptable Ads Can we measure how end users adopt ad-block plugins? Yes, in our traces ~20% of users Out-of-the-box i.e., acceptable ads / no EasyPrivacy

31 Thank you! Can we use existing functionality to classify ad traffic? Yes, we can! (but limitations apply) Which traffic is potentially affected by Adblock Plus? ~18% requests and ~1% HTTP bytes Google, CDNs, Cloud Providers and dedicated ASes 10% of the ad-related traffic conforms Acceptable Ads Can we measure how end users adopt ad-block plugins? Yes, in our traces ~20% of users Out-of-the-box i.e., acceptable ads / no EasyPrivacy

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Back-Office Web Traffic on the Internet. IMC 2014 Vancouver, BC, CANADA November 5-7, 2014

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