Reply to Eckles et al.: Facebook's optimization algorithms are highly unlikely to explain the effects of psychological targeting
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Publication Date
2018-06Journal Title
Proceedings of the National Academy of Sciences of the United States of America
ISSN
1091-6490
Publisher
National Academy of Sciences
Volume
115
Issue
23
Pages
E5256-E5257
Language
eng
Type
Article
Metadata
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Matz, S., Kosinski, M., Nave, G., & Stillwell, D. (2018). Reply to Eckles et al.: Facebook's optimization algorithms are highly unlikely to explain the effects of psychological targeting. Proceedings of the National Academy of Sciences of the United States of America, 115 (23), E5256-E5257. https://doi.org/10.1073/pnas.1806854115
Abstract
We thank Eckles et al. (1) for their thoughtful comments. The authors point out that the optimization algorithms of Facebook’s advertising platform constitute a potential confound of campaign outcomes. We agree, in general, that such algorithms could pose a threat to the validity of field studies since they introduce unintended variance across the target audiences. However, as we demonstrate below, it is unlikely that such confounds account for the pattern of results presented in our original research (2).
Identifiers
External DOI: https://doi.org/10.1073/pnas.1806854115
This record's URL: https://www.repository.cam.ac.uk/handle/1810/282812
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