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Advertisements have become commonplace on modern websites. While ads are typically designed for visual consumption, it is unclear how they affect blind users who interact with the ads using a screen reader. Existing research studies on non-visual web interaction predominantly focus on general web browsing; the specific impact of extraneous ad content on blind users’ experience remains largely unexplored. To fill this gap, we conducted an interview study with 18 blind participants; we found that blind users are often deceived by ads that contextually blend in with the surrounding web page content. While ad blockers can address this problem via a blanket filtering operation, many websites are increasingly denying access if an ad blocker is active. Moreover, ad blockers often do not filter out internal ads injected by the websites themselves. Therefore, we devised an algorithm to automatically identify contextually deceptive ads on a web page. Specifically, we built a detection model that leverages a multi-modal combination of handcrafted and automatically extracted features to determine if a particular ad is contextually deceptive. Evaluations of the model on a representative test dataset and ‘in-the-wild’ random websites yielded F1 scores of 0.86 and 0.88, respectively.
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Who Am I?: A Design Probe Exploring Real-Time Transparency about Online and Offline User Profiling Underlying Targeted Ads
To enable targeted ads, companies profile Internet users, automatically inferring potential interests and demographics. While current profiling centers on users' web browsing data, smartphones and other devices with rich sensing capabilities portend profiling techniques that draw on methods from ubiquitous computing. Unfortunately, even existing profiling and ad-targeting practices remain opaque to users, engendering distrust, resignation, and privacy concerns. We hypothesized that making profiling visible at the time and place it occurs might help users better understand and engage with automatically constructed profiles. To this end, we built a technology probe that surfaces the incremental construction of user profiles from both web browsing and activities in the physical world. The probe explores transparency and control of profile construction in real time. We conducted a two-week field deployment of this probe with 25 participants. We found that increasing the visibility of profiling helped participants anticipate how certain actions can trigger specific ads. Participants' desired engagement with their profile differed in part based on their overall attitudes toward ads. Furthermore, participants expected algorithms would automatically determine when an inference was inaccurate, no longer relevant, or off-limits. Current techniques typically do not do this. Overall, our findings suggest that leveraging opportunistic moments within pervasive computing to engage users with their own inferred profiles can create more trustworthy and positive experiences with targeted ads.
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- Award ID(s):
- 2047827
- PAR ID:
- 10319423
- Date Published:
- Journal Name:
- Proceedings of the ACM on Interactive, Mobile, Wearable and Ubiquitous Technologies
- Volume:
- 5
- Issue:
- 3
- ISSN:
- 2474-9567
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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- Free Publicly Accessible Full Text
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Accepted Manuscript1.0
- Journal Article:
- https://doi.org/10.1145/3478122
