Exploring User Perceptions of Discrimination in Online Targeted Advertising
summary
A scenario survey with a near–US‑census sample (n=2,086, final design with 24 conditions) tests reactions to discriminatory ad outcomes, fits logistic regression models, and reports that 44% are moderately or very concerned, that demographic targeting is judged worse than behavioral targeting, and that there is no human/algorithm difference in blame. Advertisers and ad buyers attract the most responsibility; results guide policy focus on targeting mechanism and accountable parties.
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chapters (15)
- 0:00Start
- 5:30Methodology
- 6:57Reactions to Target of Discrimination
- 7:31Trends: Behavior vs. Demographic
- 7:48Trends: Human vs. Algorithm
- 8:08Final Conditions
- 8:36Final Questions
- 9:05Believability
- 10:23Do you think it's a problem...?
- 11:12When is it more or less of a problem?
- 12:05How responsible is each entity?
- 13:44When is the website more or less responsible?
- 13:58When is the end user more or less responsible?
- 14:34How ethical is the behavior of each entity?
- 15:48What Did We Just Talk About?
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