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  • Bertmar, SofiaLinköpings universitet,Databas och informationsteknik,Tekniska fakulteten (author)

Who's Most Targeted and Does My New Adblocker Really Help : A Profile-based Evaluation of Personalized Advertising

  • Article/chapterEnglish2021

Publisher, publication year, extent ...

  • 2021-11-15
  • New York, NY, USA :ACM Digital Library,2021
  • printrdacarrier

Numbers

  • LIBRIS-ID:oai:DiVA.org:liu-180863
  • https://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-180863URI
  • https://doi.org/10.1145/3463676.3485617DOI

Supplementary language notes

  • Language:English
  • Summary in:English

Part of subdatabase

Classification

  • Subject category:ref swepub-contenttype
  • Subject category:kon swepub-publicationtype

Notes

  • There is limited prior work studying how the ad personalization experienced by different users is impacted by the use of adblockers, geographic location, the user's persona, or what browser they use. To address this void, this paper presents a novel profile-based evaluation of the personalization experienced by carefully crafted user profiles. Our evaluation framework impersonates different users and captures how the personalization changes over time, how it changes when adding or removing an extension, and perhaps most importantly how the results differ depending on the profile's persona (e.g., interest, occupation, age, gender), geographic location (US East, US West, UK), what browser extension they use (none, AdBlock, AdBlock Plus, Ghostery, CatBlock), what browser they use (Chrome, Firefox), and whether they are logged in to their Google account. By comparing and contrasting observed differences we provide insights that help explain why some user groups may feel more targeted than others and why some people may feel even more targeted after having turned on their adblocker.  

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Added entries (persons, corporate bodies, meetings, titles ...)

  • Gerhardsen, JohannaLinköpings universitet,Databas och informationsteknik,Tekniska fakulteten(Swepub:liu)n/a (author)
  • Ekblad, AliceLinköpings universitet,Databas och informationsteknik,Tekniska fakulteten(Swepub:liu)n/a (author)
  • Höglund, AnnaLinköpings universitet,Databas och informationsteknik,Tekniska fakulteten(Swepub:liu)n/a (author)
  • Mineur, JuliaLinköpings universitet,Databas och informationsteknik,Tekniska fakulteten(Swepub:liu)n/a (author)
  • Oknegard Enavall, IsabellLinköpings universitet,Databas och informationsteknik,Tekniska fakulteten(Swepub:liu)n/a (author)
  • Minh Ha, LeLinköpings universitet,Databas och informationsteknik,Tekniska fakulteten(Swepub:liu)lemi44 (author)
  • Carlsson, Niklas,1977-Linköpings universitet,Databas och informationsteknik,Tekniska fakulteten(Swepub:liu)nikca89 (author)
  • Linköpings universitetDatabas och informationsteknik (creator_code:org_t)

Related titles

  • In:Proc. ACM CCS Workshop on Privacy in the Electronic Society (ACM WPES @CCS)New York, NY, USA : ACM Digital Library9781450385275

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