SaTC: CORE: Small: Studying Problematic Content in the Web Advertising Ecosystem

SaTC：核心：小型：研究网络广告生态系统中的问题内容

• 批准号: 2041894
• 负责人: Franziska Roesner
• 金额: $ 50万
• 依托单位: University of Washington
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2021
• 资助国家: 美国
• 起止时间: 2021-01-15 至 2024-12-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=2041894&HistoricalAwards=false
• 关键词: SaTC; CORE; Small; Studying; Problematic

Online ads pervade the daily lives of all web users and underpin the current financial model of the web. In addition to well-designed advertisements for legitimate products and services, many ads contain content that is potentially problematic for the people who see and click on them. For example, ads may use misleading, deceptive, and in some cases, illegal practices. These ads can have negative impact on web users financially, waste their time and attention, and spread deceptive or misleading claims; they can include misinformation, scams, and malware. The potential harmful impact of these ads threatens to undermine the web’s aspirational role as a trustworthy information source and the reputation and effectiveness of legitimate online advertising revenue. This project aims to systematically study and classify the problematic content that appears in web ads and measure its impact on people who browse the web. The findings will ultimately lay a foundation for technical or regulatory solutions to improve the quality and authenticity of the web advertising ecosystem. In this project, the researchers are conducting a systematic investigation into problematic ad content on the web, leveraging techniques including web crawling, ad detection, and in-the-wild user studies. The research draws on perspectives from computer security that predict or anticipate system misuse. The researchers are characterizing, classifying, and measuring the prevalence of problematic content in the online ad ecosystem to discover what problematic ad content exists, where it appears, who is targeted, and which ad providers serve it. The research uses qualitative and quantitative methods to study people’s perceptions of and interactions with this type of content, asking what users consider problematic, and what impact this content has on users’ time or attention. The research lays a foundation for technical and policy-based defenses for problematic content shown in, and spread through, online ads.This award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.

在线广告渗透到所有网络用户的日常生活中，并支撑着当前的网络金融模式。除了精心设计的合法产品和服务广告外，许多广告包含的内容可能会给看到和点击它们的人带来问题。例如，广告可能使用误导性、欺骗性的做法，在某些情况下，还可能使用非法做法。这些广告可能会对网络用户造成经济上的负面影响，浪费他们的时间和注意力，并传播欺骗性或误导性的声明；它们可能包括错误信息、诈骗和恶意软件。这些广告的潜在有害影响可能会破坏网络作为值得信赖的信息来源的理想角色，以及合法在线广告收入的声誉和有效性。该项目旨在对出现在网络广告中的有问题的内容进行系统的研究和分类，并衡量其对浏览者的影响。这些发现最终将为技术或监管解决方案奠定基础，以提高网络广告生态系统的质量和真实性。在这个项目中，研究人员正在对网络上有问题的广告内容进行系统调查，利用包括网络爬行、广告检测和野外用户研究在内的技术。这项研究从计算机安全的角度出发，预测或预测系统的滥用。研究人员正在对在线广告生态系统中有问题的内容进行表征、分类和衡量，以发现存在哪些有问题的广告内容，它出现在哪里，目标是谁，以及哪些广告提供商提供服务。这项研究使用定性和定量的方法来研究人们对这类内容的感知和互动，询问用户认为什么是有问题的，以及这些内容对用户的时间或注意力有什么影响。这项研究为在线广告中显示并通过在线广告传播的问题内容的技术和基于政策的辩护奠定了基础。这一奖项反映了NSF的法定使命，并通过使用基金会的智力优势和更广泛的影响审查标准进行评估，被认为值得支持。

项目成果

Misinfo Reaction Frames: Reasoning about Readers’ Reactions to News Headlines

• DOI: 10.18653/v1/2022.acl-long.222
• 发表时间: 2021-04
• 作者: Saadia Gabriel;Skyler Hallinan;Maarten Sap;Pemi Nguyen;Franziska Roesner;Eunsol Choi;Yejin Choi

Polls, clickbait, and commemorative $2 bills: problematic political advertising on news and media websites around the 2020 U.S. elections

• DOI: 10.1145/3487552.3487850
• 发表时间: 2021-11
• 期刊: Proceedings of the 21st ACM Internet Measurement Conference
• 作者: Eric Zeng;Miranda Wei;Theo Gregersen;Tadayoshi Kohno;Franziska Roesner;Paul G. Allen

Online Advertising in Ukraine and Russia During the 2022 Russian Invasion

2022 年俄罗斯入侵期间乌克兰和俄罗斯的在线广告

• DOI: 10.1145/3543507.3583484
• 发表时间: 2023
• 期刊: ACM
• 作者: Yeung, Christina;Iqbal, Umar;O'Neil, Yekaterina Tsipenyuk;Kohno, Tadayoshi;Roesner, Franziska
• 通讯作者: Roesner, Franziska

What factors affect targeting and bids in online advertising?: a field measurement study

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
• 发表时间: 2022
• 期刊: IMC '22: Proceedings of the 22nd ACM Internet Measurement Conference
• 作者: Zeng, Eric;McAmis, Rachel;Kohno, Tadayoshi;Roesner, Franziska
• 通讯作者: Roesner, Franziska