SaTC: CORE: Medium: Increasing user autonomy and advertiser and platform responsibility in online advertising

SaTC：核心：中：增加在线广告中的用户自主权以及广告商和平台责任

• 批准号: 2318290
• 负责人: Piotr Sapiezynski
• 金额: $ 108.46万
• 依托单位: Northeastern University
• 依托单位国家: 美国
• 项目类别: Continuing Grant
• 财政年份: 2024
• 资助国家: 美国
• 起止时间: 2024-01-01 至 2026-12-31
• 项目状态: 未结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=2318290&HistoricalAwards=false
• 关键词: SaTC; CORE; Medium; Increasing; user; SaTC; CORE; Medium; Increasing; user

Popular social media services are primarily funded by powerful advertising systems built using data collected from users. While social media's advertising platforms are becoming more feature-rich and powerful, the underlying services themselves are increasingly embedded—--and influential--—in everyone's daily lives. Unfortunately, these advertising systems are opaque and difficult to study. Using complex techniques to overcome these systems' resistance to study, scientists and journalists have begun documenting the harms of the advertising experiences created by online services' advertising systems. This project introduces novel techniques to study users' advertising experiences and the role of advertisers and advertising platforms in creating those experiences. The project will contribute to improving the advertising ecosystem by strengthening the autonomy of end users, as well as ensuring accountability of advertisers and advertising platforms.The project consists of three thrusts, each focusing on a different stakeholder: (1) users, (2) advertisers, and (3) online services. First, the project team is conducting a series of replicable controlled experiments to evaluate the extent to which the controls provided by platforms meaningfully empower users to change the ads they receive and develop improved user controls. Second, the team is focusing on online ad libraries, which provide targeting and delivery information for certain categories of ads. They are collecting this data at scale for all available U.S. advertisers, to develop replicable approaches for measuring (a) how advertisers are using (and abusing) targeting features, (b) the extent to which platform algorithms are steering ads to biased groups, and (c) the consequences of observed advertiser behavior for legislative and regulatory proposals. Third, the project team is focusing on the online service itself; the team is introducing novel techniques that creatively use advertiser tools to study the impact of potential discrimination on intersectional groups. Overall, this project will help (a) promote change in online services' advertising systems toward mitigating negative individual and societal effects, (b) provide replicable approaches to monitoring autonomy and bias concerns in online advertising, and (c) raise awareness among regulators and lawmakers about the extensive and opaque advertising ecosystem that powers these services.This award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.

流行的社交媒体服务主要由使用用户收集的数据构建的强大广告系统资助。尽管社交媒体的广告平台变得越来越富有功能，但基础服务本身越来越嵌入到每个人的日常生活中。不幸的是，这些广告系统是不透明的，难以研究。科学家和记者使用复杂的技术来克服这些系统对研究的抵抗力，已经开始记录在线服务广告系统创造的广告经验的危害。该项目介绍了新技术，以研究用户的广告经验以及广告用户和广告平台在创建这些体验中的作用。该项目将通过加强最终用户的自主权，并确保广告用户和广告平台的问责制来改善广告生态系统。该项目由三个推力组成，每个推力都集中在不同的利益相关者上：（1）用户，（2）广告客户和（3）在线服务。首先，项目团队正在进行一系列可复制的受控实验，以评估平台提供的控件有意义地授权用户更改收到的广告并开发改进的用户控件。其次，该团队专注于在线广告库，该库为某些类别的广告提供了目标和交付信息。他们正在为所有可用的美国广告商收集这些数据，以开发可复制的方法来衡量（a）广告商如何使用（和滥用）针对特征的方法，（b）平台算法将广告转向有偏见的群体，以及（cc）观察到的广告行为对立法和法规建议的影响。第三，项目团队专注于在线服务本身。该团队正在介绍新型技术，这些技术可以创造性地使用广告商工具来研究整体影响，该项目将有助于（a）促进在线服务的广告系统中的变化，以减轻负面的个人和社会效果，（b）为监视自主性和偏见的可复制方法，以及在线广告中的偏见，以及（c）在整个范围内促进了广泛的批准，以促进这些广告范围，以使这些广告范围促进了广告的范围，以使这些广告范围涉及各种各样的广告，并涉及这些范围的广告范围。 NSF的法定使命，并使用基金会的知识分子优点和更广泛的影响审查标准来评估值得支持。