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In the mobile app ecosystem, developers receive ad revenue by placing ads intheir apps and releasing them for free. While there is evidence that users donot like ads, we do not know what are the aspects of ads that users dislike norif they dislike certain aspects of ads more than others. Therefore, in thispaper, we analyzed the different topics of ad related complaints from users. Inorder to do this, we investigated app reviews that users gave for apps in theapp store that were about ads. We manually examined a random sample set of 400ad reviews to identify ad complaint topics. We found that most ad complaintswere about user interface (UI) related topics and three topics were brought upthe most often: the frequency with which ads were displayed, the timing of whenads were displayed, and the location of the displayed ads. Our results provideactionable information to software developers regarding the aspects of ads thatare most likely to be complained about by users in their reviews.

What Aspects of Mobile Ads Do Users Care About? An Empirical Study of Mobile In-app Ad Reviews