Analyzing the Impact and Accuracy of Facebook Activity on Facebook's Ad-Interest Inference Process
Analyzing the Impact and Accuracy of Facebook Activity on Facebook's Ad-Interest Inference Process
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分析 Facebook 活动对 Facebook 广告兴趣推断过程的影响和准确性
DOI：
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发表时间：
2022
期刊：
影响因子：
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通讯作者：
Anupam Das
中科院分区：
文献类型：
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作者：
Aafaq Sabir;Evan Lafontaine;Anupam Das
像Facebook这样的社交媒体平台越来越受欢迎，因为它可以向用户提供有针对性的广告。这导致了越来越多的隐私问题，由于缺乏透明度，关于广告如何匹配每个用户配置文件。Facebook通过用户的活动推断用户的兴趣，并根据这些兴趣定位广告。尽管Facebook解释了为什么会推断出用户的特定兴趣，但在理解什么活动会导致兴趣推断以及在推断兴趣时考虑活动的情感或背景的程度方面仍然存在差距。为了深入了解Facebook如何从用户的Facebook活动中产生兴趣，我们通过创建新帐户并系统地执行许多计划活动来进行受控实验。这使我们能够对导致产生特定兴趣的活动进行因果推断，其中许多活动并不代表实际的用户偏好。我们还评估了哪些活动会产生兴趣，并发现非常天真的活动（例如仅查看/滚动页面）会导致兴趣推断。我们发现33.22%的推断兴趣是不准确或不相关的。我们进一步评估了Facebook提供的利益推断解释，发现这些解释过于笼统，有时具有误导性。为了了解我们的研究结果是否适用于大规模和多样化的样本，我们进行了一项用户研究，我们从世界不同地区招募了146名参与者（通过Amazon Mechanical Turk），以评估Facebook推断的兴趣的准确性。我们开发了一个浏览器扩展程序，从他们自己的Facebook帐户中提取数据，并根据这些数据提出问题。我们的参与者报告了与我们对照实验中观察到的相似的不准确性范围（29%）。我们还发现，大多数参与者都不知道Facebook的广告偏好管理器、兴趣推理过程甚至兴趣解释的可用性。
Social media platforms like Facebook have become increasingly popular for serving targeted ads to their users. This has led to increased privacy concerns due to the lack of transparency regarding how ads are matched against each user profile. Facebook infers user interests through their activities and targets ads based on those interests. Although Facebook provides explanations for why a particular interest is inferred about a user, there is still a gap in understanding what activities lead to interest inferences and the extent to which the sentiment or context of activities is considered in inferring interests. To obtain insights into how Facebook generates interests from a user's Facebook activities, we performed controlled experiments by creating new accounts and systematically executing numerous planned activities. This enabled us to make causal inferences about activities that lead to generating specific interests, many of which were not representative of actual user preferences. We also evaluated which activities resulted in interests and found that very naive activities, such as only viewing/scrolling through a page, lead to an interest inference. We found 33.22% of the inferred interests were inaccurate or irrelevant. We further evaluated the interest inference explanations provided by Facebook and found that these explanations were too generalized and, at times, misleading. To understand if our findings hold for a large and diverse sample, we conducted a user study where we recruited 146 participants (through Amazon Mechanical Turk) from different regions of the world to evaluate the accuracy of interests inferred by Facebook. We developed a browser extension to extract data from their own Facebook accounts and ask questions based on such data. Our participants reported a similar range (29%) of inaccuracy as observed in our controlled experiments. We also found that most of our participants were unaware of the availability of Facebook's ad preference manager, interest inference process, and even interest explanations.
Facebook 广告库的安全分析
DOI：
10.1109/sp40000.2020.00084
发表时间：
2020
期刊：
2020 IEEE Symposium on Security and Privacy (SP
影响因子：
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作者：
Edelson, Laura;Lauinger, Tobias;McCoy, Damon
通讯作者：
McCoy, Damon
审核招聘广告算法中的歧视行为
DOI：
10.1145/3442381.3450077
发表时间：
2021
期刊：
Proceedings of the Web Conference (WWW
影响因子：
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作者：
Imana, Basileal;Korolova, Aleksandra;Heidemann, John
通讯作者：
Heidemann, John