The Accuracy of the Demographic Inferences Shown on Google's Ad Settings
Title | The Accuracy of the Demographic Inferences Shown on Google's Ad Settings |
Publication Type | Conference Paper |
Year of Publication | 2018 |
Authors | Tschantz, M. Carl, Egelman S., Choi J., Weaver N., & Friedland G. |
Published in | Proceedings of the 2018 Workshop on Privacy in the Electronic Society |
Page(s) | 33-41 |
ISBN Number | 978-1-4503-5989-4 |
Abstract | Google's Ad Settings shows the gender and age that Google has inferred about a web user. We compare the inferred values to the self-reported values of 501 survey participants. We find that Google often does not show an inference, but when it does, it is typically correct. We explore which usage characteristics, such as using privacy enhancing technologies, are associated with Google's accuracy, but found no significant results. |
Acknowledgment | This research was supported by the U.S. National Science Foundation (NSF) grants CNS 1065240 and CNS 1514509. The views and conclusions contained in this document are those of the authors and should not be interpreted as representing the official policies, either expressed or implied, of any sponsoring institution, the U.S. government or any other entity. |
URL | http://delivery.acm.org/10.1145/3270000/3268962/p33-tschantz.pdf?ip=192.150.187.235&id=3268962&acc=ACTIVE%20SERVICE&key=0A6AD1E863DA1AC4%2E4D4702B0C3E38B35%2E4D4702B0C3E38B35%2E4D4702B0C3E38B35&__acm__=1557517258_4cc2c6549dbcb7fec7792a72866cc01a |
DOI | 10.1145/3267323.3268962 |
ICSI Research Group | Networking and Security |