The Accuracy of the Demographic Inferences Shown on Google's Ad Settings

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The Accuracy of the Demographic Inferences Shown on Google's Ad Settings

Conference Paper (2018)

Author(s)

Michael Carl Tschantz (International Computer Science Institute)

Serge Egelman (International Computer Science Institute, University of California)

Jaeyoung Choi (TU Delft - Multimedia Computing, International Computer Science Institute)

Nicholas Weaver (University of California, International Computer Science Institute)

Gerald Friedland (International Computer Science Institute, University of California)

DOI related publication

https://doi.org/10.1145/3267323.3268962 Final published version

To reference this document use

https://resolver.tudelft.nl/uuid:22d24dc6-d192-4d4d-bb5d-155b06952ed3

More Info

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Publication Year

2018

Language

English

Pages (from-to)

33-41

ISBN (print)

978-1-4503-5989-4

Event

Downloads counter

233

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.