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

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强大的广告系统提供资金，这些广告系统是使用从用户收集的数据构建的。虽然社交媒体的广告平台功能变得越来越丰富和强大，但底层服务本身也越来越嵌入并影响每个人的日常生活。不幸的是，这些广告系统不透明且难以研究，科学家和记者已经开始记录在线服务广告系统所带来的广告体验的危害。该项目引入了新颖的技术。研究用户的广告体验和该项目将通过加强最终用户的自主权以及确保广告商和广告平台的责任来帮助改善广告生态系统。该项目由三个主旨组成，每个主旨都侧重于以下方面。不同的利益相关者：(1) 用户、(2) 广告商和 (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制措施在多大程度上能够有效地帮助用户做出改变。他们收到的广告并开发了改进的用户控制。专注于在线广告库，该库为某些类别的广告提供定位和投放信息，他们正在为所有可用的美国广告商大规模收集这些数据，以开发可复制的方法来衡量（a）广告商如何使用（和滥用）定位。特征，(b) 平台算法将广告引导至有偏见的群体的程度，以及 (c) 观察到的广告商行为对立法和监管建议的影响。第三，项目团队关注的是在线服务本身；引入创造性地使用广告商工具的新技术总体而言，该项目将有助于（a）促进在线服务广告系统的变革，以减轻个人和社会的负面影响，（b）提供可复制的方法来监控在线自治和偏见问题。 (c) 提高监管机构和立法者对支持这些服务的广泛且不透明的广告生态系统的认识。该奖项反映了 NSF 的法定使命，并通过使用基金会的智力价值和更广泛的影响审查标准进行评估，被认为值得支持。