The Domain Name System (DNS) is one of the most critical Internet subsystems. While the majority of ISPs deploy and operate their own DNS infrastructure, many end users resort to third-party DNS providers with hopes of enhancing their privacy, security, and web performance. However, bad user choices and the uneven geographical deployment of DNS providers could render insecure and inefficient DNS configurations for millions of users. In this paper, we propose a novel and flexible measurement method to (1) study the infrastructure of recursive DNS resolvers, including both ISP's and third-party DNS providers' deployment strategies; and (2) study end-user DNS choices, both in a timely manner and at a global scale. For that, we leverage the outreach capacity of online advertising networks to distribute lightweight JavaScriptbased DNS measurement scripts. To showcase the potential of our technique, we launch two separate ad campaigns that triggered more than 3M DNS lookups, which allow us to identify and study more than 76k recursive DNS resolvers giving support to more than 25k eyeball ASes in 178 countries. The analysis of the data offers new insights into the DNS infrastructure, such as user preferences towards third-party DNS providers (namely, Google, OpenDNS, Level3, and Cloudflare recursive DNS resolvers account for ∼13% of the total DNS requests triggered by our campaigns), and into deployment decisions of many ISPs providing both mobile and fixed access networks to separate the DNS infrastructure serving each type of access technology.
Invalid ad traffic is an inherent problem of programmatic advertising that has not been properly addressed so far. Traditionally, it has been considered that invalid ad traffic only harms the interests of advertisers, which pay for the cost of invalid ad impressions while other industry stakeholders earn revenue through commissions regardless of the quality of the impression. Our first contribution consists of providing evidence that shows how the Demand Side Platforms (DSPs), one of the most important intermediaries in the programmatic advertising supply chain, may be suffering from economic losses due to invalid ad traffic. Addressing the problem of invalid traffic at DSPs requires a highly scalable solution that can identify invalid traffic in real time at the individual bid request level. The second and main contribution is the design and implementation of a solution for the invalid traffic problem, a system that can be seamlessly integrated into the current programmatic ecosystem by the DSPs. Our system has been released under an open source license, becoming the first auditable solution for invalid ad traffic detection. The intrinsic transparency of our solution along with the good results obtained in industrial trials have led the World Federation of Advertisers to endorse it.
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