Reply to Eckles et al.: Facebook's optimization algorithms are highly unlikely to explain the effects of psychological targeting
Accepted version
Peer-reviewed
Repository URI
Repository DOI
Change log
Authors
Matz, SC
Kosinski, M
Nave, G
Stillwell, DJ
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).
Description
Keywords
Algorithms, Social Media
Journal Title
Proceedings of the National Academy of Sciences of the United States of America
Conference Name
Journal ISSN
1091-6490
1091-6490
1091-6490
Volume Title
115
Publisher
National Academy of Sciences