how appropriate might big data analytics decisions be when placing ads?
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1 If the appropriateness of an advertisement for a publication depends on the nature and character of the publication, then how appropriate might big data analytics decisions be when placing ads? Latanya Sweeney Chief Technologist, FTC Jinyan Zang Summer Research Fellow in Technology Science, FTC
2 Krysta Dummit Jim Graves Summer Research Fellowships in Technology Science Chemistry at Princeton University 15 Paul Lisker PhD student at Carnegie Mellon Jinyan Zang Computer Science at Harvard University 16 Consultant at Oliver Wyman, Economics at Harvard University 13
3 The Pittsburgh Courier was once the country's most widely circulated black newspaper with a national circulation of almost 200,000. Source: PBS.
4 Ads appearing in the newspaper were reviewed and approved by staff.
5 Today, a big data analytics engine delivers ads to its online website. Source: Accessed September 11, 2014.
6 Since different types of consumers may have different levels of interest in a specific ad Source: Ads seen online.
7 A promise of big data analytics is to deliver ads that are personal and specific Recreational fishermen Young mothers 7
8 A large number of intermediaries and analytics are between advertisers and publishers
9 A large number of intermediaries and analytics are between advertisers and publishers
10 A large number of intermediaries and analytics are between advertisers and publishers.
11 A large number of intermediaries and analytics are between advertisers and publishers....
12 A large number of intermediaries and analytics are between advertisers and publishers
13 A large number of intermediaries and analytics are between advertisers and publishers.
14 More than 30 billion ads delivered per day, each in the time it takes to load a web page. Ad bid 1 Ad bid 2 Ad bid 3 Web page i Aid bid 4 Ad 3 Ad bid 5 Aid bid 6 Ad copy, Keywords, $$$ Ad keywords, performance, quality, $$$ Web page keywords, performance, quality, $$$
15 Mixrank captures ad appearances online without behavioral advertising effects.
16 Source: MixRank archive.
17 Source: MixRank archive.
18 Source: MixRank archive.
19 Source: MixRank archive.
20 Source: MixRank archive.
21 Source: MixRank archive.
22 Source: MixRank archive.
23 Each card was mentioned on at least one source from top ranked search results Harshly criticized cards 1. American Airlines 2. American Dream 3. Applied Bank Gold Match Plus Visa 4. Applied Bank Gold Visa 5. Arvest Bank Classic 6. Aventium Gold MasterCard 7. BP Chase Visa 8. Centennial Gold MasterCard 9. Cerulean 10. Continental Finance MasterCard 11. Credit One Bank Visa Platinum 12. Direct Merchants Bank MasterCard 13. Fingerhut 14. First Premier Bank Gold 15. First Premier Bank Platinum 16. First Premier MasterCard 17. Marathon Platinum Reward 18. Matrix 19. New Millenium MasterCard 20. Orchard Bank Classic MasterCard 21. Total Visa 22. UBS Preferred Visa Signature 23. US Bank College Visa 24. Visa Black 25. WalMart Discover Highly praised cards 1. American Express Blue Cash Preferred 2. American Express Blue Sky Preferred 3. BankAmericard Cash Rewards Credit Card 4. BankAmericard Travel Rewards Credit Card 5. BankAmericard Visa Card 6. Barclaycard Arrival Plus World Elite MasterCard 7. Barclaycard Arrival World MasterCard 8. Blue Cash Preferred from American Express 9. Capital One Cash Rewards 10. Capital One Venture Rewards 11. Capital One Quicksilver Cash Rewards Credit Card 12. Capital One QuicksilverOne Cash Rewards Credit Card 13. Capital One Secured MasterCard 14. Capital One VentureOne Rewards Credit Card 15. Chase Freedom 16. Chase Sapphire Preferred 17. Chase Slate 18. Citi Simplicity Card 19. Citi ThankYou Preferred Card 20. Citi Diamond Preferred Card 21. Club CarlsonSM Premier Rewards Visa Signature Credit Card 22. Discover It 23. Fidelity Rewards American Express 24. Frontier Airlines World MasterCard 25. PenFed Promise Visa Source: Top ranked online articles of best and worst credit cards using Google search results. Listed alphabetically. August
24 Each card was mentioned on at least one source from top ranked search results Harshly criticized cards 1. American Airlines 2. American Dream 3. Applied Bank Gold Match Plus Visa 4. Applied Bank Gold Visa 5. Arvest Bank Classic 6. Aventium Gold MasterCard 7. BP Chase Visa 8. Centennial Gold MasterCard 9. Cerulean 10. Continental Finance MasterCard 11. Credit One Bank Visa Platinum 12. Direct Merchants Bank MasterCard 13. Fingerhut 14. First Premier Bank Gold 15. First Premier Bank Platinum 16. First Premier MasterCard 17. Marathon Platinum Reward 18. Matrix 19. New Millenium MasterCard 20. Orchard Bank Classic MasterCard 21. Total Visa 22. UBS Preferred Visa Signature 23. US Bank College Visa 24. Visa Black 25. WalMart Discover Highly praised cards 1. American Express Blue Cash Preferred 2. American Express Blue Sky Preferred 3. BankAmericard Cash Rewards Credit Card 4. BankAmericard Travel Rewards Credit Card 5. BankAmericard Visa Card 6. Barclaycard Arrival Plus World Elite MasterCard 7. Barclaycard Arrival World MasterCard 8. Blue Cash Preferred from American Express 9. Capital One Cash Rewards 10. Capital One Venture Rewards 11. Capital One Quicksilver Cash Rewards Credit Card 12. Capital One QuicksilverOne Cash Rewards Credit Card 13. Capital One Secured MasterCard 14. Capital One VentureOne Rewards Credit Card 15. Chase Freedom 16. Chase Sapphire Preferred 17. Chase Slate 18. Citi Simplicity Card 19. Citi ThankYou Preferred Card 20. Citi Diamond Preferred Card 21. Club CarlsonSM Premier Rewards Visa Signature Credit Card 22. Discover It 23. Fidelity Rewards American Express 24. Frontier Airlines World MasterCard 25. PenFed Promise Visa Source: Top ranked online articles of best and worst credit cards using Google search results. Listed alphabetically. August
25 Publishers of Most Praised and Most Criticized Cards Most criticized card (First Premier) omegapsiphi2011.com johnschneideronline.com indianbanksguide.com gijoeclub.com queercents.com robstenlove.com blowgunsnw.com james- taylor.com mountainboarder.com usa- civil- war.com walmartcareers.net easycreditcardapproval.net thetruthaboutcreditcards.com cardpaymentsguide.com studentcreditcards.com technochase.com babyunite.com cheapfillups.com myeasypaymentus.com tvonyourside.com thecheeky.com thezerocards.com e- cheapcigarezes.com ezcreditoffers.com Samples drawn from publishers of one ad for each of these cards. Most praised card (American Express Blue) collegebookstore.com e- referencedesk.com allhandsnursing.com bestpremed.com er- doctor.com filmschooldirect.com florida- nursing- schools.com holyokemass.com thedartmouth.com californiacollegenetwork.com devryuniversityblog.org pharmacist- school.com senorcollege.com theheismanwinners.com florida- nursing- schools.com harvardmagazine.com nursegroups.com pediatricnursing.com pellgranvnformavon.com perkinsloan.net privateschoolsreport.com robotevents.com thebrazilvmes.com thedormitoryonline.com yalealumnimagazine.com 25
26 Publishers of Most Praised and Most Criticized Cards Most criticized card (First Premier) omegapsiphi2011.com johnschneideronline.com indianbanksguide.com gijoeclub.com queercents.com robstenlove.com blowgunsnw.com james- taylor.com mountainboarder.com usa- civil- war.com walmartcareers.net easycreditcardapproval.net thetruthaboutcreditcards.com cardpaymentsguide.com studentcreditcards.com technochase.com babyunite.com cheapfillups.com myeasypaymentus.com tvonyourside.com thecheeky.com thezerocards.com e- cheapcigarezes.com ezcreditoffers.com??? Samples drawn from publishers of one ad for each of these cards. Most praised card (American Express Blue) collegebookstore.com e- referencedesk.com allhandsnursing.com bestpremed.com er- doctor.com filmschooldirect.com florida- nursing- schools.com holyokemass.com thedartmouth.com californiacollegenetwork.com devryuniversityblog.org pharmacist- school.com senorcollege.com theheismanwinners.com florida- nursing- schools.com harvardmagazine.com nursegroups.com pediatricnursing.com pellgranvnformavon.com perkinsloan.net privateschoolsreport.com robotevents.com thebrazilvmes.com thedormitoryonline.com yalealumnimagazine.com education 26
27 Approach #1 Do more popular websites get more ads for praised cards? Popularity Website Domains 27
28 Approach #2 Are websites that receive ads for criticized cards more demographically homogenous? White Black LaVno Asian Outlier cutoff Standard devia7on of exclusivity index score ,000 Domain popularity rank in each group Domains above cutoff are considered outliers and exclusive to a group 28
29 Approach #3 Does the content of the website predict which kind of ad it might receive? Sample for demonstration purposes. 29
30 We hope our investigations got you thinking Forthcoming paper: contact for a copy upon release
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