An Empirical Study of In-App Advertising Issues Based on Large Scale App Review Analysis

by   Cuiyun Gao, et al.

In-app advertising closely relates to app revenue. Reckless ad integration could adversely impact app reliability and user experience, leading to loss of income. It is very challenging to balance the ad revenue and user experience for app developers. In this paper, we present a large-scale analysis on ad-related user feedback. The large user feedback data from App Store and Google Play allow us to summarize ad-related app issues comprehensively and thus provide practical ad integration strategies for developers. We first define common ad issues by manually labeling a statistically representative sample of ad-related feedback, and then build an automatic classifier to categorize ad-related feedback. We study the relations between different ad issues and user ratings to identify the ad issues poorly scored by users. We also explore the fix durations of ad issues across platforms for extracting insights into prioritizing ad issues for ad maintenance. We summarize 15 types of ad issues by manually annotating 903/36,309 ad-related user reviews. From a statistical analysis of 36,309 ad-related reviews, we find that users care most about the number of unique ads and ad display frequency during usage. Besides, users tend to give relatively lower ratings when they report the security and notification related issues. Regarding different platforms, we observe that the distributions of ad issues are significantly different between App Store and Google Play. Moreover, some ad issue types are addressed more quickly by developers than other ad issues. We believe the findings we discovered can benefit app developers towards balancing ad revenue and user experience while ensuring app reliability.



page 1

page 7

page 8


Studying Ad Library Integration Strategies of Top Free-to-Download Apps

In-app advertisements have become a major revenue source for app develop...

Do Users Care about Ad's Performance Costs? Exploring the Effects of the Performance Costs of In-App Ads on User Experience

Context: In-app advertising is the primary source of revenue for many mo...

Collecting Charges for Ad Impact on User Experience for Different Price Types

This note describes how to collect charges for ad impact on user experie...

Learning Continuous User Representations through Hybrid Filtering with doc2vec

Players in the online ad ecosystem are struggling to acquire the user da...

Managing App Install Ad Campaigns in RTB: A Q-Learning Approach

Real time bidding (RTB) enables demand side platforms (bidders) to scale...

Emerging App Issue Identification via Online Joint Sentiment-Topic Tracing

Millions of mobile apps are available in app stores, such as Apple's App...

Owl Eyes: Spotting UI Display Issues via Visual Understanding

Graphical User Interface (GUI) provides a visual bridge between a softwa...
This week in AI

Get the week's most popular data science and artificial intelligence research sent straight to your inbox every Saturday.