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Reply to Eckles et al.: Facebook's optimization algorithms are highly unlikely to explain the effects of psychological targeting

Accepted version
Peer-reviewed

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Type

Article

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

Volume Title

115

Publisher

National Academy of Sciences