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Context: In-app advertising is the primary source of revenue for many mobileapps. The cost of advertising (ad cost) is non-negligible for app developers toensure a good user experience and continuous profits. Previous studies mainlyfocus on addressing the hidden performance costs generated by ads, includingconsumption of memory, CPU, data traffic, and battery. However, there is noresearch onanalyzing users' perceptions of ads' performance costs to ourknowledge. Objective: To fill this gap and better understand the effects ofperformance costs of in-app ads on user experience, we conduct a study onanalyzing user concerns about ads' performance costs. Method: First, we proposeRankMiner, an approach to quantify user concerns about specific appissues,including performance costs. Then, based on the usage traces of 20 subjectapps, we measure the performance costs of ads. Finally, we conduct correlationanalysis on the performance costs and quantified user concerns to explorewhether users complain more for higher performance costs. Results: Our findingsinclude the following: (1) RankMiner can quantify users' concerns better thanbaselines by an improvement of 214% and 2.5% in terms of Pearson correlationcoefficient (a metricfor computing correlations between two variables) and NDCGscore (a metric for computing accuracyin prioritizing issues), respectively.(2) The performance costs of the with-ads versions are statisticallysignificantly larger than those of no-ads versions with negligible effect size;(3) Users are moreconcerned about the battery costs of ads, and tend to beinsensitive to ads' data traffic costs. Conclusion: Our study is complementaryto previous work on in-app ads, and can encourage devel-opers to pay moreattention to alleviating the most user-concerned performance costs, such asbattery cost.

Do Users Care about Ad's Performance Costs? Exploring the Effects of the Performance Costs of In-App Ads on User Experience