Unveiling Network Performance in the Wild: An Ad-Driven Analysis of Mobile Download Speeds

Accurate measurement of mobile network performance is crucial for optimizing user experience and ensuring regulatory compliance. Traditional methods like crowdsourcing approaches, though effective, depend heavily on user participation and extensive infrastructure. In this paper, we introduce adNPM, a novel technique for measuring download speed by embedded measurement code in ads displayed across web browsers and mobile apps, without requiring user participation. Through controlled lab tests and real-world deployments in 15 countries, we demonstrate that adNPM achieves accuracy comparable to well-established tools like Speedtest by Ookla and Opensignal while significantly reducing data consumption. adNPM leverages ad campaigns to collect extensive data from diverse demographics and geographic regions, providing deep insights into the performance of major Internet Service Providers (ISPs). Furthermore, adNPM can segment download speed analyses by demographic factors and operating systems, making it a versatile and scalable tool for network performance assessment.