Errors in Geotargeted Display Advertising: Good News for Local Journalism?
Errors in Geotargeted Display Advertising: Good News for Local Journalism?
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地理定位展示广告中的错误：对当地新闻业来说是个好消息吗？
DOI：
10.1145/3449166
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发表时间：
2021
影响因子：
--
通讯作者：
Hecht, Brent
中科院分区：
文献类型：
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作者：
Bandy, Jack;Hecht, Brent
地域性在线广告的兴起扰乱了当地新闻业的商业模式，但在线广告平台能否有效地接触到当地受众仍是个未知数。为了解决这一歧义，我们提出了一项有针对性的研究，审计了谷歌上地理定位显示广告的位置准确性。我们通过将显示广告定向到美国各地的随机邮政编码，从点击广告的用户收集自我报告的位置信息，来衡量地理定位错误的频率和严重性。我们发现有证据表明，地理定位错误很常见，但就广告目标而言，这是次要的。虽然41%的受访者居住在目标邮政编码以外，但只有11%的受访者居住在目标县以外，只有2%的受访者居住在目标州以外。我们还提供了有关数据中大量可疑点击的详细信息，这使得每个样本的成本非常昂贵。文章最后讨论了对广告商、地方新闻业和未来研究的影响。
The rise of geotargeted online advertising has disrupted the business model of local journalism, but it remains ambiguous whether online advertising platforms can effectively reach local audiences. To address this ambiguity, we present a focused study auditing the positional accuracy of geotargeted display advertisements on Google. We measure the frequency and severity of geotargeting errors by targeting display ads to random ZIP codes across the United States, collecting self-reported location information from users who click on the advertisement. We find evidence that geotargeting errors are common, but minor in terms of advertising goals. While 41% of respondents lived outside the target ZIP code, only 11% lived outside the target county, and only 2% lived outside the target state. We also present details regarding a high volume of suspicious clicks in our data, which made the cost per sample extremely expensive. The paper concludes by discussing implications for advertisers, the business of local journalism, and future research.