This article is made available under terms and conditions as specified in the corresponding bibliographic description in the repository IEEE-INST ELECTRICAL ELECTRONICS ENGINEERS INC
With the advent of Over-The-Top content providers (OTTs), Internet Service Providers (ISPs) saw their portfolio of services shrink to the low margin role of data transporters. In order to counter this effect, some ISPs started to follow big OTTs like Facebook and Google in trying to turn their data into a valuable asset. In this paper, we explore the questions of what meaningful information can be extracted from network data, and what interesting insights it can provide. To this end, we tackle the first challenge of detecting "user-URLs", i.e., those links that were clicked by users as opposed to those objects automatically downloaded by browsers and applications. We devise algorithms to pinpoint such URLs, and validate them on manually collected ground truth traces. We then apply them on a three-day long traffic trace spanning more than 19,000 residential users that generated around 190 million HTTP transactions. We find that only 1.6% of these observed URLs were actually clicked by users. As a first application for our methods, we answer the question of which platforms participate most in promoting the Internet content. Surprisingly, we find that, despite its notoriety, only 11% of the user URL visits are coming from Google Search.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.