使用网页元素随机化方法的广告反屏蔽系统

Advertisement Anti-blocking System by Webpage Element Randomization

互联网的稳定发展得益于网站与用户之间长久以来形成的商业模式,网站为用户提供“免费”内容,而广告作为“免费”内容的价格.广告作为互联网公司的主要收入来源,广告拦截器的介入打乱了原有的用户与网站之间的商业模式,给互联网公司带来了巨大的经济损失.广告拦截器的使用量不断增加,让广告供应商也不得不寻求有效的广告反屏蔽方案.鉴于广告服务器结构复杂、模板多样,逐一修改广告服务器代码的方法显得不太可行,需要一种不用广告服务器介入的通用反屏蔽方案.本文采用中间件与浏览器端配合的方式搭建了广告反屏蔽系统,在对广告服务器透明化的基础上实现了广告反屏蔽功能.广告反屏蔽系统从两方面实现反广告拦截功能,首先是对广告资源地址进行加密以对抗广告拦截器对网站页面资源请求的监控,其次是对广告元素属性的随机化以对抗广告拦截器对广告元素的隐藏.本文将广告反屏蔽系统应用于百度CDN,为百度联盟提供广告反屏蔽服务.通过对广告反屏蔽系统进行广告请求、广告展示对比测试和系统上线对比测试,表明在CDN处使用广告反屏蔽系统将大幅度提升广告请求及展示的成功率,是一种有效的对抗广告拦截器的方法.

The steady development of the Internet benefits from the business model in which the website provides services to users and hides the charges by advertising.Advertising is an important source of income for Internet companies.The involvement of ad blockers has disrupted the business model between the original users and the website,which has brought huge economic losses to Internet companies.As the number of users using ad blockers continues to increase,ad vendors have to seek effective anti-blocking solutions.In view of the complex structure of the ad server and the variety of templates,it is not feasible to modify the code of the ad server one by one.In this paper,the middleware and browser side are used to build an anti-blocking system for advertising,which realizes the transparency of the advertising server.The ad anti-blocking system encrypts the inventory address against the ad blocker's monitoring of the website page resource request,randomizing the ad element attributes to counter the ad blocker's hiding of the ad element.This article applies the anti-blocking system to Baidu CDN to provide anti-blocking services for Baidu Alliance.The ad anti-blocking system was tested for ad requests and ad impressions,and the online comparison test was conducted.The test results show that the use of advertising anti-blocking system has greatly improved the success rate of advertising display,which is an effective way to combat ad blockers.