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An Empirical Study of Mobile Ad Targeting
[article]
2015
arXiv
pre-print
Advertising, long the financial mainstay of the web ecosystem, has become nearly ubiquitous in the world of mobile apps. While ad targeting on the web is fairly well understood, mobile ad targeting is much less studied. In this paper, we use empirical methods to collect a database of over 225,000 ads on 32 simulated devices hosting one of three distinct user profiles. We then analyze how the ads are targeted by correlating ads to potential targeting profiles using Bayes' rule and Pearson's chi
arXiv:1502.06577v1
fatcat:zpkwt7hxx5hptkqmgqxi5rygiq