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(2018)
摘要
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).First, the authors point toward “statistically significant” differences in the age and gender distributions of target groups. However, it is important to keep in mind that with sample sizes as … [↵][1]1To whom correspondence should be addressed. Email: sm4409{at}gsb.columbia.edu. [1]: #xref-corresp-1-1
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