The Accuracy of the Demographic Inferences Shown on Google’s Ad Settings (WPES ’18)

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.

Citation
Michael Carl Tschantz, Serge Egelman, Jaeyoung Choi, Nicholas Weaver, and Gerald Friedland. The Accuracy of Demographic Inferences Shown on Google’s Ad Settings. Workshop on Privacy in the Electronic Society (WPES), 2018.

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