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Advertisements (ads) are a common source of revenue for monetizing free mobile applications, but increase the energy consumption of a mobile device because the advertisement have to be fetched and displayed. In particular, the radio communication needed for the data transfer is power hungry and therefore advertisement sponsored free applications consume more energy than paid apps. This energy cost can be justified for Internet and social-applications but not for standalone games where always-on Internet connectivity is not necessarily required. In this paper, the authors analyze the energy consumed by mobile advertisements in an Android Phone.
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