As the popularity of the Internet and the number of resources available on it have grown, potential customers are increasingly turning to it for information about products and services. Accordingly, online advertising is gaining a significant portion of the advertising market. The Internet has become a mainstream advertising channel, surpassing traditional media such as newspapers and radio in number of advertisements. Many businesses, such as retail stores, travel agencies, airlines, and employment services, now depend on the Internet. According to an Interactive Advertising Bureau (IAB) report, Internet advertisers in the US spent almost $3 billion in the first six months of 2002, despite lower investments due to the economic and political environments.(1) The same mechanisms ruling traditional advertising venues rule online advertising. Advertisers exploit the popularity of the best-known Web sites, typically search engines or portals, to advertise their products and reach the most potential customers. What is different is how advertisers measure ad exposure. Traditional rating systems are of little value when applied to the Internet because of the enormous number of Web pages available to online advertisements. Counting accesses to a Web service is a difficult task and the data may be unreliable. Although the host servers usually collect the usage data, organizations might be tempted to inflate the number of registered accesses. Even a trusted host site can generate statistics that do not correspond to real usage. Several metering techniques attempt to accurately measure the number of visits a site receives and hence the advertising exposure,(2,3) but advertisers and auditing companies haven't adopted a standard technique. Auditing companies base their measures of a Web site's popularity on statistics or market surveys. We propose a framework based on hash chains.(4,5) Unlike similar approaches, our implementation minimizes the overhead associated with the additional communication required to implement the protocol while providing an efficient and flexible scheme. Furthermore, the resulting framework offers additional guarantees such as security and nonrepudiation of the produced proof of visits.
A software infrastructure for authenticated web metering / C. Blundo, S. Cimato. - In: COMPUTER. - ISSN 0018-9162. - 37:4(2004), pp. 28-33. [10.1109/MC.2004.1297298]
A software infrastructure for authenticated web metering
S. Cimato
2004
Abstract
As the popularity of the Internet and the number of resources available on it have grown, potential customers are increasingly turning to it for information about products and services. Accordingly, online advertising is gaining a significant portion of the advertising market. The Internet has become a mainstream advertising channel, surpassing traditional media such as newspapers and radio in number of advertisements. Many businesses, such as retail stores, travel agencies, airlines, and employment services, now depend on the Internet. According to an Interactive Advertising Bureau (IAB) report, Internet advertisers in the US spent almost $3 billion in the first six months of 2002, despite lower investments due to the economic and political environments.(1) The same mechanisms ruling traditional advertising venues rule online advertising. Advertisers exploit the popularity of the best-known Web sites, typically search engines or portals, to advertise their products and reach the most potential customers. What is different is how advertisers measure ad exposure. Traditional rating systems are of little value when applied to the Internet because of the enormous number of Web pages available to online advertisements. Counting accesses to a Web service is a difficult task and the data may be unreliable. Although the host servers usually collect the usage data, organizations might be tempted to inflate the number of registered accesses. Even a trusted host site can generate statistics that do not correspond to real usage. Several metering techniques attempt to accurately measure the number of visits a site receives and hence the advertising exposure,(2,3) but advertisers and auditing companies haven't adopted a standard technique. Auditing companies base their measures of a Web site's popularity on statistics or market surveys. We propose a framework based on hash chains.(4,5) Unlike similar approaches, our implementation minimizes the overhead associated with the additional communication required to implement the protocol while providing an efficient and flexible scheme. Furthermore, the resulting framework offers additional guarantees such as security and nonrepudiation of the produced proof of visits.File | Dimensione | Formato | |
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