An experiment to evaluate the vices and opportunities of micro-targeted advertising in public policy

Master thesis (2020)

Authors

E. Leontaris Technology, Policy and Management

Contributors

H. Asghari Organisation & Governance - TPM (supervisor 1)
T. Verma Policy Analysis - TPM (supervisor 2)
Martijn Warnier Multi Actor Systems (supervisor 2)
Jaap Dinkelman (coach)
Faculty
Technology, Policy and Management
Copyright: © 2020 Manos Leontaris
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Published Date

18-09-2020

Language

English

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Faculty

Technology, Policy and Management

Abstract

The focus of this work is the creation and application of an experimental framework that tests the effectiveness and the impacts of micro-targeted ads. Micro-targeted ads have been used extensively by both political and retail carriers to sway peoples’ opinion, but there haven’t been any academic studies (in an environmentwhich is not controlled) that explore the impacts and the effects of micro-targeted ads. To this end the idea is to use a measurable variable (in this case the misplaced trash in The Hague) and throw generalized (non micro-targeted) ads along with micro-targeted ads, both of them aiming to reduce misplaced trash-bags. The ads will be sent to specific neighborhoods in The Hague through Facebook. The ad itself is considered a "nudge"(an intervention that hints towards behavioral change without forcing it).