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

Tschantz, Michael Carl; Egelman, Serge; Choi, J.; Weaver, Nicholas; Friedland, Gerald

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

Conference paper (2018)

Authors

Michael Carl Tschantz International Computer Science Institute

Serge Egelman International Computer Science Institute, University of California

J. Choi International Computer Science Institute,

Nicholas Weaver International Computer Science Institute, University of California

Gerald Friedland University of California, International Computer Science Institute

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Published Date

2018

Language

English

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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.

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