{"id":"https://openalex.org/W2159922008","doi":"https://doi.org/10.1145/2742647.2742653","title":"MAdScope","display_name":"MAdScope","publication_year":2015,"publication_date":"2015-05-11","ids":{"openalex":"https://openalex.org/W2159922008","doi":"https://doi.org/10.1145/2742647.2742653","mag":"2159922008"},"language":"en","primary_location":{"id":"doi:10.1145/2742647.2742653","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2742647.2742653","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 13th Annual International Conference on Mobile Systems, Applications, and Services","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5024224291","display_name":"Suman Nath","orcid":"https://orcid.org/0000-0001-7813-9756"},"institutions":[{"id":"https://openalex.org/I1290206253","display_name":"Microsoft (United States)","ror":"https://ror.org/00d0nc645","country_code":"US","type":"company","lineage":["https://openalex.org/I1290206253"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Suman Nath","raw_affiliation_strings":["Microsoft Research, Redmond, WA, USA"],"affiliations":[{"raw_affiliation_string":"Microsoft Research, Redmond, WA, USA","institution_ids":["https://openalex.org/I1290206253"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5024224291"],"corresponding_institution_ids":["https://openalex.org/I1290206253"],"apc_list":null,"apc_paid":null,"fwci":8.6315,"has_fulltext":false,"cited_by_count":77,"citation_normalized_percentile":{"value":0.98044841,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":90,"max":100},"biblio":{"volume":null,"issue":null,"first_page":"59","last_page":"73"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12238","display_name":"Green IT and Sustainability","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/2208","display_name":"Electrical and Electronic Engineering"},"field":{"id":"https://openalex.org/fields/22","display_name":"Engineering"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T12238","display_name":"Green IT and Sustainability","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/2208","display_name":"Electrical and Electronic Engineering"},"field":{"id":"https://openalex.org/fields/22","display_name":"Engineering"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11478","display_name":"Caching and Content Delivery","score":0.9958000183105469,"subfield":{"id":"https://openalex.org/subfields/1705","display_name":"Computer Networks and Communications"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11045","display_name":"Privacy, Security, and Data Protection","score":0.9914000034332275,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/geolocation","display_name":"Geolocation","score":0.7275606989860535},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.7080286741256714},{"id":"https://openalex.org/keywords/exploit","display_name":"Exploit","score":0.6700069904327393},{"id":"https://openalex.org/keywords/android","display_name":"Android (operating system)","score":0.611325740814209},{"id":"https://openalex.org/keywords/mobile-apps","display_name":"Mobile apps","score":0.5091149210929871},{"id":"https://openalex.org/keywords/targeted-advertising","display_name":"Targeted advertising","score":0.5072376728057861},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.49947595596313477},{"id":"https://openalex.org/keywords/context","display_name":"Context (archaeology)","score":0.48243364691734314},{"id":"https://openalex.org/keywords/app-store","display_name":"App store","score":0.47924068570137024},{"id":"https://openalex.org/keywords/internet-privacy","display_name":"Internet privacy","score":0.3440137505531311},{"id":"https://openalex.org/keywords/computer-security","display_name":"Computer security","score":0.21063244342803955}],"concepts":[{"id":"https://openalex.org/C22041718","wikidata":"https://www.wikidata.org/wiki/Q638949","display_name":"Geolocation","level":2,"score":0.7275606989860535},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.7080286741256714},{"id":"https://openalex.org/C165696696","wikidata":"https://www.wikidata.org/wiki/Q11287","display_name":"Exploit","level":2,"score":0.6700069904327393},{"id":"https://openalex.org/C557433098","wikidata":"https://www.wikidata.org/wiki/Q94","display_name":"Android (operating system)","level":2,"score":0.611325740814209},{"id":"https://openalex.org/C2988145974","wikidata":"https://www.wikidata.org/wiki/Q620615","display_name":"Mobile apps","level":2,"score":0.5091149210929871},{"id":"https://openalex.org/C2777459780","wikidata":"https://www.wikidata.org/wiki/Q1628411","display_name":"Targeted advertising","level":2,"score":0.5072376728057861},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.49947595596313477},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.48243364691734314},{"id":"https://openalex.org/C2779794324","wikidata":"https://www.wikidata.org/wiki/Q3814081","display_name":"App store","level":2,"score":0.47924068570137024},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.3440137505531311},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.21063244342803955},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/2742647.2742653","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2742647.2742653","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 13th Annual International Conference on Mobile Systems, Applications, and Services","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":26,"referenced_works":["https://openalex.org/W59191864","https://openalex.org/W187285683","https://openalex.org/W1447066968","https://openalex.org/W1524369137","https://openalex.org/W1699449651","https://openalex.org/W1976652907","https://openalex.org/W1983293177","https://openalex.org/W2016074637","https://openalex.org/W2029543306","https://openalex.org/W2037529445","https://openalex.org/W2038608526","https://openalex.org/W2056201388","https://openalex.org/W2087804676","https://openalex.org/W2088640816","https://openalex.org/W2090420215","https://openalex.org/W2101800210","https://openalex.org/W2106728444","https://openalex.org/W2123437505","https://openalex.org/W2144093215","https://openalex.org/W2157286909","https://openalex.org/W2159548212","https://openalex.org/W2350778671","https://openalex.org/W2949769118","https://openalex.org/W3122022408","https://openalex.org/W3123656117","https://openalex.org/W7024898366"],"related_works":["https://openalex.org/W3142571737","https://openalex.org/W2887633424","https://openalex.org/W2890710341","https://openalex.org/W4367026699","https://openalex.org/W4387360127","https://openalex.org/W3173766926","https://openalex.org/W3120409491","https://openalex.org/W785354139","https://openalex.org/W2796028780","https://openalex.org/W2011781116"],"abstract_inverted_index":{"Advertising":[0],"is":[1,19,69,159,162,192],"the":[2,15,62,135,197],"primary":[3],"source":[4],"of":[5,14,87,105,116,138,150,196,231],"revenue":[6],"for":[7,64],"many":[8,195,202],"mobile":[9,47],"apps.":[10],"One":[11],"important":[12],"goal":[13],"ad":[16,51,59,93,118,126,142,153,179],"delivery":[17],"process":[18],"targeting":[20,45,65,98,157,191,205],"users,":[21],"based":[22,70],"on":[23,71,217],"criteria":[24],"like":[25],"users'":[26],"geolocation,":[27],"context,":[28],"demographics,":[29],"long-term":[30],"behavior,":[31],"etc.":[32],"In":[33],"this":[34],"paper":[35],"we":[36],"report":[37],"an":[38,92],"in-depth":[39],"study":[40,68,111,230],"that":[41,77,129,189],"broadly":[42],"characterizes":[43],"what":[44],"information":[46,63,151,158,206],"apps":[48,123,130],"send":[49,147],"to":[50,95,110,146,152,173,181],"networks":[52,60,127,180],"and":[53,100,108,124,161,187],"how":[54,218],"effectively,":[55],"if":[56],"at":[57],"all,":[58],"utilize":[61],"users.":[66],"Our":[67,114],"a":[72,84,148,213,228],"novel":[73],"tool,":[74],"called":[75],"MadScope,":[76],"can":[78],"(1)":[79],"quickly":[80],"harvest":[81,182],"ads":[82,186,219],"from":[83,120],"large":[85],"collection":[86],"apps,":[88],"(2)":[89],"systematically":[90,174],"probe":[91,175],"network":[94],"characterize":[96],"its":[97],"mechanism,":[99],"(3)":[101],"emulate":[102],"user":[103],"profiles":[104],"specific":[106],"preferences":[107],"interests":[109],"behavioral":[112,208],"targeting.":[113],"analysis":[115],"500K":[117],"requests":[119],"150K":[121],"Android":[122],"101":[125],"indicates":[128],"do":[131],"not":[132,164,211],"yet":[133],"exploit":[134],"full":[136],"potential":[137],"targeting:":[139],"even":[140],"though":[141],"controls":[143],"provide":[144],"APIs":[145],"lot":[149],"networks,":[154,199],"much":[155],"key":[156],"optional":[160],"often":[163],"provided":[165],"by":[166,194],"app":[167],"developers.":[168],"We":[169,222],"also":[170,223],"use":[171],"MadScope":[172],"top":[176,198],"10":[177],"in-app":[178],"over":[183],"1":[184],"million":[185],"find":[188],"while":[190],"used":[193],"there":[200],"remain":[201],"instances":[203],"where":[204],"or":[207],"profile":[209],"does":[210],"have":[212],"statistically":[214],"significant":[215],"impact":[216],"are":[220],"chosen.":[221],"contrast":[224],"our":[225],"findings":[226],"with":[227],"recent":[229],"targeted":[232],"in-browser":[233],"ads.":[234]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":6},{"year":2021,"cited_by_count":5},{"year":2020,"cited_by_count":9},{"year":2019,"cited_by_count":7},{"year":2018,"cited_by_count":11},{"year":2017,"cited_by_count":14},{"year":2016,"cited_by_count":14},{"year":2015,"cited_by_count":4}],"updated_date":"2026-04-14T08:04:32.555800","created_date":"2016-06-24T00:00:00"}