What factors affect targeting and bids in online advertising?: a field measurement study
What factors affect targeting and bids in online advertising?: a field measurement study
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哪些因素影响在线广告的定位和出价？：现场测量研究
DOI：
10.1145/3517745.3561460
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发表时间：
2022
期刊：
影响因子：
--
通讯作者：
Roesner, Franziska
中科院分区：
文献类型：
--
作者：
Zeng, Eric;McAmis, Rachel;Kohno, Tadayoshi;Roesner, Franziska
有针对性的在线广告是一种众所周知但极其不透明的现象。尽管广告技术生态系统的定位能力是众所周知的，但从外部角度来看，很难大规模地衡量和量化广告定位。为了了解当今网络上定向广告的范围，我们对向美国 286 名参与者的代表性样本展示的广告进行了受控现场测量研究。我们使用浏览器扩展程序收集了用户在 10 个热门网站上看到的广告的数据，包括广告主题、广告商的出价价值（通过标头出价）以及参与者对定位的看法。我们分析了广告如何针对个人、网站和人口群体进行定位，这些因素如何影响广告商的出价金额，以及这些结果如何与参与者对定位的看法相关。在我们的研究结果中，我们发现影响定位和出价的主要因素是广告出现的网站和个人用户资料。令人惊讶的是，我们发现广告商在不同人口群体的定位和出价方面几乎没有什么差异。我们还发现出价的高异常值（比基线高 10 倍）可能表明存在重定向。我们的测量提供了罕见的针对不同用户的定位和出价的现场视图。
Targeted online advertising is a well-known but extremely opaque phenomenon. Though the targeting capabilities of the ad tech ecosystem are public knowledge, from an outside perspective, it is difficult to measure and quantify ad targeting at scale. To shed light on the extent of targeted advertising on the web today, we conducted a controlled field measurement study of the ads shown to a representative sample of 286 participants in the U.S. Using a browser extension, we collected data on ads seen by users on 10 popular websites, including the topic of the ad, the value of the bid placed by the advertiser (via header bidding), and participants' perceptions of targeting. We analyzed how ads were targeted across individuals, websites, and demographic groups, how those factors affected the amount advertisers bid, and how those results correlated with participants' perceptions of targeting. Among our findings, we observed that the primary factors that affected targeting and bid values were the website the ad appeared on and individual user profiles. Surprisingly, we found few differences in how advertisers target and bid across demographic groups. We also found that high outliers in bid values (10x higher than baseline) may be indicative of retargeting. Our measurements provide a rarein situview of targeting and bidding across a diversity of users.
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DOI：
10.1007/978-3-030-44081-7_17
发表时间：
2020-03
期刊：
--
影响因子：
--
作者：
Waqar Aqeel;Debopam Bhattacherjee;B. Chandrasekaran;P. B. Godfrey;G. Laughlin;B. Maggs;Ankit Singla
通讯作者：
Waqar Aqeel;Debopam Bhattacherjee;B. Chandrasekaran;P. B. Godfrey;G. Laughlin;B. Maggs;Ankit Singla
DOI：
10.1109/sp40001.2021.00017
发表时间：
2020-08
期刊：
2021 IEEE Symposium on Security and Privacy (SP)
影响因子：
--
作者：
Umar Iqbal;Steven Englehardt;Zubair Shafiq
通讯作者：
Umar Iqbal;Steven Englehardt;Zubair Shafiq
我的广告选择
影响因子：
3.5
作者：
Javier Parra;J. Achara;C. Castelluccia
通讯作者：
C. Castelluccia
Sunlight：具有统计可信度的大规模细粒度目标检测
DOI：
10.1145/2810103.2813614
发表时间：
2015
期刊：
Proceedings of the 22nd ACM SIGSAC Conference on Computer and Communications Security
影响因子：
--
作者：
Mathias Lécuyer;Riley Spahn;Yannis Spiliopolous;A. Chaintreau;Roxana Geambasu;Daniel J. Hsu
通讯作者：
Daniel J. Hsu
DOI：
10.1561/1500000049
发表时间：
2016-10
期刊：
ArXiv
影响因子：
--
作者：
Jun Wang;Weinan Zhang;Shuai Yuan
通讯作者：
Jun Wang;Weinan Zhang;Shuai Yuan