By Rena Coen, Emily Paul, Pavel Vanegas, and G.S. Hans, CTSP Fellows | Permalink
We conducted a survey using experimentally controlled vignettes to measure user attitudes about online personalization and develop an understanding of the factors that contribute to personalization being seen as unfair or discriminatory. Come learn more about these findings and hear from the Center for Democracy & Technology on the policy implications of this work at our event tonight!
What is online personalization?
Some of you may be familiar with a recent story, in which United Artists presented Facebook users with different movie trailers for the film Straight Outta Compton based on their race, or “ethnic affinity group,” which was determined based on users’ activity on the site.
This is just one example of online personalization, where content is tailored to users based on some user attribute. Such personalization can be beneficial to consumers but it can also have negative and discriminatory effects, as in the targeted trailers for Straight Outta Compton or Staples’ differential retail pricing based on zip code. Of course, not all personalization is discriminatory; there are examples of online personalization that many of us see as useful and have even come to expect. One example of this is providing location-based results for generic search terms like “coffee” or “movie showtimes.”