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Blocking online advertising - a state of the art

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Open access
Authors
Date
2009
Type
Conference Paper

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Citation
Singh, Ashish and Potdar, Vidyasagar. 2009. Blocking online advertising - a state of the art, in Yousef Ibrahim (ed), International Conference on Industrial Technology (ICIT 2009), Feb 10 2009, pp. 1-10. Victoria, Australia: IEEE.
Source Title
Proceedings of the international conference on industrial technology (ICIT 2009)
Source Conference
International Conference on Industrial Technology (ICIT 2009)
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Faculty
Curtin Business School
The Digital Ecosystems and Business Intelligence Institute (DEBII)
School
Centre for Extended Enterprises and Business Intelligence
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Abstract

Online advertising has emerged as one of the major business models on the Internet. Publishers rely on the online revenue generated from advertising to offer many free services. However it has become evident that online advertisements are now becoming quite intrusive and also consume a lot of valuable bandwidth to download zero-caching ads and flash or video ads. The main contribution of this paper is as follows; it attempts to identify the main reasons why internet users want to block online ads, it also critically evaluates several existing ad-blocking techniques and conducts an experiment to measure the amount of bandwidth used by online advertisements relative to the actual content. Near the end of the paper a brief discussion on probable future researches open a vast new region to be explored.