Title: Achieving energy efficient advertisements traffic for smartphones

Authors: Pinial Khan Butt; Wang Yang; Guojun Wang

Addresses: School of Information Science and Engineering, Central South University, Changsha, Hunan Province, 410083, China ' School of Information Science and Engineering, Central South University, Changsha, Hunan Province, 410083, China ' School of Information Science and Engineering, Central South University, Changsha, Hunan Province, 410083, China

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.

Keywords: advertisements; smartphone adverts; smartphone ads; energy efficiency; context; smartphones; advertising traffic; redundant information; HTTP packets; payload size; signalling overhead; battery consumption.

DOI: 10.1504/IJES.2014.063820

International Journal of Embedded Systems, 2014 Vol.6 No.2/3, pp.225 - 232

Received: 23 Sep 2013
Accepted: 11 Oct 2013
Published online: 31 Jul 2014 *

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