一句话：大规模测量揭示第三方广告造成可访问性违规与隐私风险，并给出符合 WCAG 的设计指南。
第三方广告是免费 Web 服务重要收入来源，却使开发者难以控制其可访问性，可能破坏 WCAG 合规。本文首次大规模测量 43 万个网站元素（含近 10 万个广告元素），分析不可访问广告的普遍性及影响。结果显示，67% 的网站因广告出现更多违规，常见问题为 Focus Visible (WCAG 2.4.7) 和 On Input (WCAG 3.2.2)；Taboola、DoubleClick、RevContent 等广告服务常不合规。即使广告合规，27% 的广告图像替代文本仍具误导性。人工检查还发现，94% 的网站通过悬停等交互收集可识别用户数据，使用户以隐私换取导航。作者剖析根因并给出设计指南。
Website accessibility is essential for inclusiveness and regulatory compliance. Although third-party advertisements (ads) are a vital revenue source for free web services, they introduce significant accessibility challenges. Leasing a website's space to ad-serving technologies, like DoubleClick, results in developers losing control over ad content accessibility. Even on highly accessible websites, third-party ads can undermine adherence to Web Content Accessibility Guidelines (WCAG). We conduct the first-of-its-kind large-scale investigation of 430 K website elements, including nearly 100 K ad elements, to understand the accessibility of ads on websites. We seek to understand the prevalence of inaccessible ads and their overall impact on the accessibility of websites. Our findings show that 67 % of websites experience increased accessibility violations due to ads, with common violations including Focus Visible (WCAG 2.4.7) and On Input (WCAG 3.2.2). Popular ad-serving technologies like Taboola, DoubleClick, and RevContent often serve ads that fail to comply with WCAG standards. Even when ads are WCAG compliant, 27 % of them have alternative text in ad images that misrepresents information, potentially deceiving users. Manual inspection of a sample of these misleading ads revealed that user-identifiable data is collected on 94 % of websites through interactions, such as hovering. Since users with disabilities often rely on tools like screen readers that require hover events to access website content, they have no choice but to compromise their privacy to navigate website ads. Based on our findings, we further dissect the root cause of these violations and provide design guidelines to both website developers and ad-serving technologies to achieve WCAG-compliant ad integration.
DOI 原文 ·
@inproceedings{paperbot8717,
title = {Accessibility Issues in Ad-Driven Web Applications},
author = {Abdul Haddi Amjad and Muhammad Danish and Bless Jah and Muhammad Ali Gulzar},
booktitle = {ICSE},
year = {2025},
doi = {10.1109/icse55347.2025.00171}
}