NDLI: Videology and the future of online video advertising

Content Provider	IEEE Xplore Digital Library
Author	Tianning Huang Callaway, J. Oliver, B. Peck, K. Gillen, J. Bleam, P. Scherer, W.T.
Copyright Year	2014
Description	Author affiliation: Dept. of Syst. & Inf. Eng., Univ. of Virginia, Charlottesville, VA, USA (Tianning Huang; Callaway, J.; Oliver, B.; Peck, K.; Gillen, J.; Bleam, P.; Scherer, W.T.)
Abstract	Videology is an online video ad serving company. For Videology, browser cookies are an important tool that allows them to gather information about users in order to better target advertisements to relevant consumers. However, Videology is concerned that increased disabling or deletion of cookies by internet users will adversely affect their ability to accurately identify user demographics and therefore hurt their business. We will investigate whether cookie deletion is a problem and seek an alternative technology that could possibly replace browser cookies. To investigate the extent of cookie deletion, we integrated sample Videology and Experian data sets for online user traffic. Since unique users identified by Videology represent individual online users, and Experian labels identify individual households, we used this data to project the average number of Internet users identified per household. When compared to the average number of persons per household, it became clear that cookie deletion did not significantly inflate the number of identified users per household, which signifies that cookie deletion is not as prevalent an issue as previously thought. Additionally, we investigated alternative techniques for identifying Internet users, focusing particularly on device fingerprinting and examining how it could be adopted by Videology. At the time of project completion, we expect to have determined the impact of cookie deletion on Videology's business. We will also evaluate alternative identification technologies that Videology may pursue in an effort to mitigate the negative impact of cookie deletion.
Starting Page	172
Ending Page	176
File Size	540692
Page Count	5
File Format	PDF
e-ISBN	9781479948369
DOI	10.1109/SIEDS.2014.6829907
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2014-04-25
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Fingerprint recognition Data models IP networks Educational institutions Time-frequency analysis Browsers Mobile communication
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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