“This first experiment allowed us to see which activities were associated with Facebook inferring an interest,” Sabir says. (Every user can see the list of interests Facebook has compiled for them by clicking on their ad preferences, then “Categories used to reach you,” and then “Interest Categories.”) Researchers controlled the demographic data and behavior of each account, and tracked the list of interests that Facebook generated for each account. In the first experiment, researchers created 14 new user accounts on Facebook. To learn more about how Facebook generates its interest profiles for users, the researchers performed two studies. “This inaccuracy has both economic ramifications – since it is relevant to the effectiveness of paid ads – and privacy ramifications, since it raises the possibility of inaccurate data being shared about individuals across multiple platforms.” “The implications of inferring inaccurate interests on one of the largest social media platforms in the world are significant in two ways,” says Anupam Das, co-author of the paper and an assistant professor of computer science at NC State. “But it wasn’t clear why people were getting the wrong ads.” “It’s well established that Facebook’s targeting algorithm often sends people ads for things they have no interest in,” Sabir says. However, it hasn’t been clear exactly how that process works. It has also made clear that it infers a user’s interests based on that person’s activities. As a result, you may start getting targeted ads for green cheese.”įacebook has been open about targeting advertising to individual users based on each user’s interests. “But Facebook’s algorithm wouldn’t register the context of your post: that you do not like green cheese. “For example, if you posted something about how much you dislike green cheese, the algorithm Facebook uses to infer your interests would likely notice that you shared something about green cheese,” says Aafaq Sabir, lead author of a paper on the work and a Ph.D. Researchers already knew Facebook creates interest profiles for users based on each user’s activities, but the new study finds this process doesn’t seem to account for the context of these activities. These insights allow services both to improve content and to build better features that improve the user’s experience.Īdvertising - Google uses cookies for advertising, including serving and rendering ads, personalizing ads (depending on your ad settings at g.co/adsettings), limiting the number of times an ad is shown to a user, muting ads you have chosen to stop seeing, and measuring the effectiveness of ads.Matt Shipman research from North Carolina State University offers insight into why Facebook’s targeted advertising can sometimes be more like a wild pitch. Security - Cookies used for security authenticate users, prevent fraud, and protect users as they interact with a service.Īnalytics - Cookies used for analytics help collect data that allows services to understand how users interact with a particular service. Things considered fundamental to the service include preferences like the user’s choice of language, product optimizations that help maintain and improve a service, and maintaining information relating to a user’s session, such as the content of a shopping cart. Although the cookies listed here are those associated with our advertising and measurement products, you can find more details at How Google Uses Cookies.įunctionality - Cookies used for functionality allow users to interact with a service or site to access features that are fundamental to that service. Cookie purposes reflect the range of products and features supported in our ad products, but individual cookies may rely on only a subset of purposes, depending on implementation of the product. The cookie information on this site is made available to assist with the use of Google’s ad products and reflects cookies that can be associated with these products and may be sent to a user’s browser. These cookies will be set from their domains. Some of our advertising and measurement products enable our partners to use other services in conjunction with ours (like an ad measurement and reporting service), and these services may send their own cookies to your browser. These may be set from a few different domains, including, ,, or, or the domain of our partners’ sites. When users visit a page or see an ad that uses one of these products, either on Google services or on other sites and apps, various cookies may be sent to their browser. To help our partners manage their advertising and websites, we offer many products, including AdSense, Google Ads, Google Analytics, and a range of products within the Google Marketing Platform.
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