Quantity vs. Quality: Evaluating User Interest Profiles Using Ad Preference Managers
Quantity vs. Quality: Evaluating User Interest Profiles Using Ad Preference Managers
复制标题
数量与质量：使用广告偏好管理器评估用户兴趣概况
DOI：
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发表时间：
2019
期刊：
影响因子：
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通讯作者：
Christo Wilson
中科院分区：
文献类型：
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作者：
M. Bashir;U. Farooq;Maryam Shahid;Muhammad Fareed Zaffar;Christo Wilson
-主要在线广告平台(如Facebook)的隐私问题被广泛报道，这加剧了用户对收集到的有关他们的数据的担忧。然而，尽管我们对谁收集用户数据以及跟踪是如何实施的有了全面的了解，但我们的理解仍然存在一个明显的fi缺口：广告商实际上推断出关于用户的哪些信息，这些信息准确吗？在这项研究中，我们利用广告偏好管理器(APM)作为解决这一差距的镜头。APM是一些广告平台提供的透明度工具，允许用户看到围绕他们构建的兴趣专业fiLes。我们招募了220名参与者安装IRB批准的浏览器扩展，该扩展从四个APM(谷歌、Facebook、甲骨文Bluekai和Neilsen eXelate)收集他们对fiLes的兴趣，以及行为和调查数据。我们使用这些数据来分析感兴趣的PROfiLE的大小和正确性，比较它们在四个平台上的构成，并调查这些PROfiLE背后的数据来源。
—Widely reported privacy issues concerning major online advertising platforms (e.g., Facebook) have heightened concerns among users about the data that is collected about them. However, while we have a comprehensive understanding who collects data on users, as well as how tracking is implemented, there is still a significant gap in our understanding: what information do advertisers actually infer about users, and is this information accurate? In this study, we leverage Ad Preference Managers ( APMs ) as a lens through which to address this gap. APMs are transparency tools offered by some advertising platforms that allow users to see the interest profiles that are constructed about them. We recruited 220 participants to install an IRB approved browser extension that collected their interest profiles from four APMs (Google, Facebook, Oracle BlueKai, and Neilsen eXelate), as well as behavioral and survey data. We use this data to analyze the size and correctness of interest profiles, compare their composition across the four platforms, and investigate the origins of the data underlying these profiles.