Studies of ad transparency mechanisms

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Table of contents

Acknowledgments
Abstract
1 Introduction
1.1 Auditing of ad transparency mechanisms
1.2 Measuring the Facebook advertising ecosystem
1.3 A collaborative method to provide ad explanations
1.4 AdAnalyst: a tool to help users understand their ads
1.5 Other works
1.6 Organization of thesis
2 State of the Art
2.1 Studies of advertising interfaces
2.1.1 Vulnerabilities of advertising interfaces
2.1.2 Using ad interfaces for demographic studies
2.2 Studies of ad transparency mechanisms
2.2.1 Auditing Ad Preference Managers
2.2.2 Effect of ad transparency mechanisms
2.3 Studies of online ads
2.3.1 Studies of web ads
2.3.2 Studies of mobile ads
2.3.3 Studies of Facebook ads
2.4 Tracking
2.4.1 How tracking works?
2.4.2 Measurement studies of tracking
2.4.3 Defenses against tracking
3 Background
3.1 How advertising works in social media?
3.2 The Facebook advertising interface
3.3 Types of targeting
3.3.1 Traditional Facebook targeting
3.3.2 Data broker targeting
3.3.3 Advertiser PII targeting and retargeting
3.3.4 Elaborate Facebook targeting
3.4 Summary
4 AdAnalyst
4.1 What does AdAnalyst collect?
4.1.1 Ads
4.1.2 Explanations
4.1.3 Ad Preferences page
4.2 What does AdAnalyst offer to users?
4.2.1 Data
4.2.2 Advertisers
4.2.3 Ads
4.2.4 Search
4.2.5 How AdAnalyst enhances Facebook transparency?
4.3 Codebase and deployment
4.3.1 Extension
4.3.2 Website
4.4 Ethical considerations
4.5 Dissemination
4.6 Impact & Awards
4.7 Discussion
5 Auditing Transparency Mechanisms
5.1 Audience selection explanations (ad explanations)
5.1.1 What is an ad explanation?
5.1.2 Properties of ad explanations
5.1.3 Measurement methodology
5.1.4 Evaluation of Facebook’s ad explanations
5.1.5 Summary
5.2 Data inference explanations (data explanations)
5.2.1 What is a data explanation?
5.2.2 Properties of data explanations
5.2.3 Measurement methodology
5.2.4 Evaluation of Facebook’s data explanations
5.2.5 Summary
5.3 Discussion
6 Measuring the Facebook Advertising Ecosystem
6.1 Dataset
6.1.1 Data collection
6.1.2 Data limitations
6.2 Who are the advertisers?
6.2.1 Advertisers’ identity
6.2.2 Advertisers’ categories
6.2.3 Summary
6.3 How are the advertisers targeting users?
6.3.1 Analysis of targeting strategies
6.3.2 Analysis of targeting attributes
6.3.3 Analysis of targeted ads
6.4 Discussion
7 A Collaborative Method to Provide Ad Explanations
7.1 Formalization of the problem
7.1.1 Model
7.1.2 Challenges
7.1.3 Generality of our model
7.2 Experimental evaluation of the method
7.2.1 Design of controlled experiments
7.2.2 Evaluation measures
7.2.3 Parameter tuning
7.2.4 Evaluation
7.3 Discussion
8 Conclusion & Future Work
8.1 Contributions
8.2 Future work
8.2.1 Mechanisms to make targeted advertising more transparent
8.2.2 Comparison of advertising ecosystems across platforms
8.2.3 Using ads for sociological research
9 Appendix
9.1 AdAnalyst screenshots
Résumé en français
References