Achieving energy efficient advertisements traffic for smartphones
by Pinial Khan Butt; Wang Yang; Guojun Wang
International Journal of Embedded Systems (IJES), Vol. 6, No. 2/3, 2014

Abstract: Mobile advertising has now become a business model for free applications of smartphones, which leads to tremendous growth of advertisement traffic. Experiment shows that data traffic of advertisements (ad) is higher than non-advertisement data traffic in application (app). We present a detailed look at advertising traffic for smartphones and find that the main factor of increasing the volume of advertisement traffic is the redundant user context information contained in HTTP parameters for targeted advertising. We propose to reduce redundant user information in payload of HTTP packets by setting up context information related to the users that can save approximately 94% in payload size in ads traffic. This proposal can decrease signalling overhead and battery consumption in smartphones.

Online publication date: Tue, 22-Jul-2014

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