Personalized ads: Difference between revisions
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'''Personalized advertising, custom advertising''' or '''targeted advertising''' is a form to provide certain ads to the user, based on the data gathered of them. This allows to target the user with ads of products or services of the user's preferences. | '''Personalized advertising, custom advertising''' or '''targeted advertising''' is a form to provide certain ads to the user, based on the data gathered of them. This allows to target the user with ads of products or services of the user's preferences.<ref name=":0">{{Cite web |title=About privacy and personalized ads (formerly known as interest-based ads) |url=https://support.google.com/google-ads/answer/2549116?hl=en |access-date=2 Apr 2026 |website=Google Ads Help}}</ref><ref name=":1">{{Cite web |last=Vicente |first=Vann |date=18 Jun 2021 |title=What Are Personalized Ads, and How Do They Work? |url=https://www.howtogeek.com/730581/what-are-personalized-ads-and-how-do-they-work/ |access-date=2 Apr 2026 |website=How-To Geek}}</ref><ref name=":2">{{Cite web |last=Froehlich |first=Nik |date=24 Feb 2024 |title=The Truth In User Privacy And Targeted Ads |url=https://www.forbes.com/councils/forbestechcouncil/2022/02/24/the-truth-in-user-privacy-and-targeted-ads/ |access-date=2 Apr 2026 |website=Forbes}}</ref> | ||
==How it works== | ==How it works== | ||
Some products or services offer personalized ads via ad providers, like Google Ads. Targeted advertising works using a combination of gathered user data (that might be collected without user's consent), training data and prediction algorithms. | Some products or services offer personalized ads via ad providers, like Google Ads.<ref name=":0" /> Targeted advertising works using a combination of gathered user data (that might be collected without user's consent), training data and prediction algorithms.<ref name=":0" /><ref name=":1" /><ref name=":2" /> | ||
Some examples of data collected to provide targeted advertising consists of GPS location, age, gender, search history, ad interaction and application interactions. In some cases, ad providers allow users to opt-out from personalized ads and delete the gathered data. | Some examples of data collected to provide targeted advertising consists of GPS location, age, gender, search history, ad interaction and application interactions. In some cases, ad providers allow users to opt-out from personalized ads and delete the gathered data.<ref name=":1" /><ref name=":2" /> | ||
Once enough data is gathered, it is processed and used to train algorithms to create a profile of the user, detecting their fingerprints, behaviors, interests and | Once enough data is gathered, it is processed and used to train algorithms to create a profile of the user, detecting their fingerprints, behaviors, interests and dislikes. This profile is then used to predict the user and select and deploy advertisements that might be relevant for the user.<ref name=":2" /> | ||
==Why it is a problem== | ==Why it is a problem== | ||
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==Data poisoning== | ==Data poisoning== | ||
[[wikipedia:Data_poisoning|Data poisoning]] is a practice done by some users as a form of protest or for privacy purposes, to prevent algorithms to profile the user. It consists of modifying in purpose the behavior in order to contaminate the advertising algorithms. This reduces the precision to correctly predict user's behavior, making harder to deploy relevant ads according to the actual user's profile. | [[wikipedia:Data_poisoning|Data poisoning]] is a practice done by some users as a form of protest or for privacy purposes, to prevent algorithms to profile the user. It consists of modifying in purpose the behavior in order to contaminate the advertising algorithms. This reduces the precision to correctly predict user's behavior, making harder to deploy relevant ads according to the actual user's profile. | ||
An extension available for browsers named [https://adnauseam.io/ Adnauseum] works as an [[Ad block|ad-blocker]] but also as a tool to blur someone's advertising profile. It achieves this by automatically clicking on every ad to send interaction data to the algorithms. | |||
An extension available for browsers named [https://adnauseam.io/ Adnauseum] works as an [[Ad block|ad-blocker]] but also as a tool to blur someone's advertising profile. It achieves this by automatically clicking on every ad to send interaction data to the algorithms.<ref>{{Cite web |last=Howe C. |first=Daniel |last2=Nissenbaum |first2=Helen |title=Engineering Privacy and Protest: a Case Study of AdNauseam |url=https://ceur-ws.org/Vol-1873/IWPE17_paper_23.pdf |access-date=2 Apr 2026 |website=ceur-ws.org}}</ref> | |||
==Examples== | ==Examples== | ||
*'''Google Ads''', the largest ad provider in the world, collects data from the products and services that the user uses. Then it shows personalized ads in their own products, services or third-party media that uses their ad provider service. | *'''Google Ads''', the largest ad provider in the world, collects data from the products and services that the user uses. Then it shows personalized ads in their own products, services or third-party media that uses their ad provider service.<ref name=":0" /> | ||
*Some products and services by [[Google]] that provide personalized ads are: [[YouTube]], Google Search and Google Play Store | *Some products and services by [[Google]] that provide personalized ads are: [[YouTube]], Google Search and Google Play Store | ||
*[[Reddit]] shows sometimes personalized ads that look like a regular post, based on the post and community interactions in the application. | *[[Reddit]] shows sometimes personalized ads that look like a regular post, based on the post and community interactions in the application. | ||
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*[[Bloatware]] | *[[Bloatware]] | ||
==References== | ==References <!-- Google ads page needs archive link -->== | ||
{{reflist}} | {{reflist}} | ||
[[Category:Common terms]] | [[Category:Common terms]] | ||