Our new PNAS paper shows that psychological micro-targeting can be used covertly to attract up to 40% more clicks and up to 50% more purchases.pic.twitter.com/8Qg89hx4xv
Complex systems, wicked problems. Society, technology, science and more. @UNC professor. @NYTimes columnist. My newsletter is @insight: http://www.theinsight.org
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Our new PNAS paper shows that psychological micro-targeting can be used covertly to attract up to 40% more clicks and up to 50% more purchases.pic.twitter.com/8Qg89hx4xv
How should we think about statistical inference here? The ad network (Facebook) is learning about these different ads and choosing how to show them, making successive impressions dependent.
It's a good point. We did disable "similar audiences" option, but we can't rule out what fb is doing behind the scenes. We can say we did quite a few studies over 3 years (where FBs algorithms would be changing) and every time we do it it comes out like this with the interaction.
Replication always clarifies things! These are all CPC or CPM campaigns?
All CPC. Last time I checked FB ad system can't do CPM (unless you're a big buyer I suppose - they seem to have special systems for those).
Often app install ads are run bidding per installs (at least once FB can estimate install rates).
Also, if FB is able to successively fine-tune to get this kind of differentiation in results, I'd find that pretty socially significant, too. (And yes, wish we knew).
If advertisers are able to easily detect differences in CTR with full sample, then no reason ad networks can't with smaller batches.
Yes, I'd like to know how much they improve... What's the range, the median, etc?
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