Jean Burgess, Nicholas Carah, Daniel Angus, Abdul Obeid, Mark Andrejevic
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引用次数: 0
Abstract
Against the backdrop of calls for greater platform transparency, this exploratory article investigates Meta’s ‘Why Am I Seeing This Ad’ (WAIST) feature, which is positioned as a consumer-level explanation of Meta’s advertising model. Drawing on our own walkthroughs of Facebook and Instagram and data from the Australian Ad Observatory, we find the feature falls short in two ways. First, the explanations do not always align with how the system and its audience-building tools are sold to and used by advertisers. Second, the feature is focused narrowly on single ads and individual users, doing nothing to generate understanding of the patterns and sequences of targeted advertising in relation to other users or over time. We propose both platform practices and independent research strategies that could help to fill this gap between individual explanations, population-level patterns of targeted online advertising and the societal issues associated with it.
在呼吁提高平台透明度的背景下，这篇探索性文章对 Meta 的 "为什么我看到了这个广告"（WAIST）功能进行了调查，该功能被定位为从消费者层面解释 Meta 的广告模式。根据我们自己对 Facebook 和 Instagram 的浏览以及澳大利亚广告观察站（Australian Ad Observatory）的数据，我们发现该功能在两个方面存在不足。首先，解释并不总是与系统及其受众构建工具如何销售给广告商以及广告商如何使用相一致。其次，该功能仅关注单个广告和单个用户，无法让人理解定向广告与其他用户或与时间相关的模式和顺序。我们提出了一些平台实践和独立研究策略，这些策略可以帮助填补个体解释、群体层面的定向网络广告模式以及与之相关的社会问题之间的空白。
期刊介绍：
New Media & Society engages in critical discussions of the key issues arising from the scale and speed of new media development, drawing on a wide range of disciplinary perspectives and on both theoretical and empirical research. The journal includes contributions on: -the individual and the social, the cultural and the political dimensions of new media -the global and local dimensions of the relationship between media and social change -contemporary as well as historical developments -the implications and impacts of, as well as the determinants and obstacles to, media change the relationship between theory, policy and practice.
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