1、外文翻译 An Empirical Study of How People Perceive Online Behavioral Advertising Material Source: Carnegie Mellon University Author: Aleecia M. McDonald, Research Showcase Lorrie Faith Cranor Abstract: We performed a series of in-depth qualitative interviews with 14 subjects who answered advertisements
2、to participate in a university study about Internet advertising. Subjects were not informed this study had to do with behavioral advertising privacy, but raised privacy concerns on their own unprompted. We asked, “what are the best and worst things about Internet advertising?” and “what do you think
3、 about Internet advertising?” Participants held a wide range of views ranging from enthusiasm about ads that inform them of new products and discounts they would not otherwise know about, to resignation that ads are “a fact of life,“ to resentment of ads that they find “insulting.” Many participants
4、 raised privacy issues in the first few minutes of discussion without any prompting about privacy. We discovered that many participants have a poor understanding of how Internet advertising works, do not understand the use of first-party cookies, let alone third-party cookies, did not realize that b
5、ehavioral advertising already takes place, believe that their actions online are completely anonymous unless they are logged into a website, and believe that there are legal protections that prohibit companies from sharing information they collect online. We found that participants have substantial
6、confusion about the results of the actions they take within their browsers, do not understand the technology they work with now, and clear cookies as much out of a notion of hygiene as for privacy. When we asked participants to read the NAI opt-out cookie description, only one understood the text. O
7、ne participant expressed concern the NAI opt-out program was actually a scam to gather additional personal information. No participants had heard of opt-out cookies or flash cookies. We also found divergent views on what constitutes advertising. Industry self-regulation guidelines assume consumers c
8、an distinguish third-party widgets from first-party content, and further assume that consumers understand data flows to third-party advertisers. Instead, we find some people are not even aware of when they are being advertised to, let alone aware of what data is 1 collected or how it is used. Much o
9、f the current self-regulation approach to online privacy is grounded in the Fair Information Principle of notice. Notice, by its nature, requires communication. As Morgan et al. wrote, “An effective communication must focus on the things that people need to know but do not already. This seemingly si
10、mple norm is violated remarkably often in risk communication.” To follow this guidance we must find out what people already know about online privacy, what they do not, and what information they require to make decisions based on privacy policies. We need to investigate peoples pre-existing mental m
11、odels to see what beliefs they hold about online privacy risks, remedies, and mitigation. Mental models are the beliefs people hold about how a system works, interacts, or behaves. Incorrect views may form a view of the world that leads to poor evaluation of options and ultimately to bad decisions.
12、For example, if people hold the mental model that any company with a privacy policy is bound by law not to release data to third parties, and if that is the only threat that worries them, why would people bother to read the policy? The existence of a link to a privacy policy would seem sufficient in
13、 and of itself. Our research contributes to understanding consumer expectations. Limited Knowledge of Types of Internet Advertising .We began all interviews by asking the open-ended question “What is Internet advertising?” The answer given most immediately was “pop ups,” with all but four participan
14、ts mentioning pop ups. This is an intriguing response since modern browsers block pop ups by default, and indeed, participants discussed their interactions with pop up blocking. However, participants call many things “pop ups,” including interstitial and hover ads. For one participant the associatio
15、n is so strong that she talks about all ads “popping up” on her screen, even while clearly giving examples of banner ads. For her, all ads are pop ups. Banner ads are tied with pop ups for the most prevalent response when we asked participants, “What is Internet advertising?” Banner ads were not usu
16、ally mentioned first (as pop ups were) and were rarely mentioned by name. However, participants were quite capable of describing banner ads even without the vocabulary to name them. Over a third of respondents mentioned spam as a form of Internet advertising. We found it surprising that a few partic
17、ipants mentioned Google AdSense by name. While Googles brand is well known, we had not expected AdSense to reach beyond the advertising industry. Instead, several participants had either used AdSense to try to 2 monetize their own blogs or knew friends who had used AdSense. Some participants gave ch
18、aracteristics of ads, rather than examples of ads. Less than half mentioned video and audio ads, usually while expressing displeasure at ads they find distracting. Participants also mentioned difficulty closing ads, and in particular complained that pop ups do not necessarily have a close button in
19、the same place (here, again, we see confusion between true pop up ads and similar forms of advertising like interstitials.) The following concepts were mentioned by one participant each: viruses, hijacked links within articles, a constant stream of pop ups, and behavioral advertising (not mentioned
20、my name, but described by the participant as a way to “exploit a persons history”). The other thirteen respondents did not mention or allude to behavioral advertising at all when asked to define Internet advertising. Overall, the picture that emerges includes only a general familiarity with advertis
21、ing, and some user frustration with specific advertising methods and modalities. Risks, Concerns, and Benefits We asked participants for their views of “what are the best and worst things about Internet advertising?” and, “what do you think about Internet advertising?” Overall, participants held a w
22、ide range of views. Two participants responded enthusiastically not just to the idea of advertising-supported content, but to the ads themselves, which inform them of new products and discounts they would not otherwise know about. Two people were against online advertising, finding the content “insu
23、lting” and an attempt to reach “the vulnerable.” The remaining ten participants were neutral to resigned. Ads are simply “a fact of life,” multiple participants said. 4.1. Perception 1: Internet Advertising is Necessary Participants named several benefits from Internet advertising such as: “Necessar
24、y” for the Internet to function and to enable free content “Good if you can control them” “Great” or “beneficial” because ads are a source of information “Can totally ignore” ads, unlike television or billboards “Short and sweet” ads Ads tend to be “related to the page” Ads are “more of what I want”
25、 and “not random” 3 With the notable exception of being able to ignore ads, this list is very similar to the benefits touted by advertisers themselves. Participants generally feel advertisements are annoying, but also see advertisements as an essential element of online life. They understand adverti
26、sements as the payment for otherwise “free” online content. A minority of participants volunteered a preference for relevant ads. However, this does not mean they understand or like data collection for behavioral advertising. When participants ask for more relevant advertisements, they almost always
27、 express a preference for contextual, not behavioral, targeting. “Relevance” means ads related to the website they are visiting, rather than related to them individually. 4.2. Perception 2: Internet Advertising is Annoying The single most frequent response volunteered was that Internet advertising i
28、s “annoying,” a word used by nearly half of all participants. Participants mentioned harms from Internet advertising such as: “Annoying” “Insulting” “Distracting” “Crude graphics” “Clogs up Internet access” / “Slower” Unrelated / Off topic / Awkward mismatches “Opens pools of information one might p
29、refer to stay private” “Not regulated” Participants complained about being distracted by ads while trying to work or perform other primary tasks, which made pop ups and streams of ads particularly unpopular. Participants mentioned flashy colors, over-reliance on primary colors, movement, and sound a
30、s distracting elements. 4.3. Perception 3: Internet Advertising is Concerning One straight male participant complained that he kept “getting male companion advertisements.” He explained that this “mismatch is awkward sometimes” because it “makes you feel targeted as someone youre not.” A second part
31、icipant explicitly raised behavioral advertising and “threats to privacy.” A third participant discussed the “two way communication” of the web, and volunteered that a “privacy issue comes up” due to “creepier” advertisements “ based on personal messages and keywords.” A 4 fourth participant called
32、for a complete ”reboot” of the Internet. A fifth participant worried about “obscene” and “inappropriate” ads, particularly as she is considering starting a family. She worried about how to keep children safe online. A sixth participant raised lack of regulation. She mentioned “horror stories” of fri
33、ends who signed up to get free iPods but had to submit their friends names first, and then never even received the promised iPods. She was most disturbed about an ad for a prescription drug to grow longer eyelashes, which was advertised just like mascara but without discussion of potential medical s
34、ide as other media require. She said with TV it “seems more obvious what you can trust” but for Internet advertising a “well-designed website can be a scam.” She concluded that regulation for online advertisements is necessary and “all of it needs some kind of change.” Four things were striking abou
35、t these opening conversations. First, discussion of “relevant” ads ran the gamut from support to deep concerns about privacy. As the interviews continued the diversity of opinions became even more marked and we learned how little people understand of current practices. Second, participants were larg
36、ely pragmatic about advertising. Even when they had scathing remarks about bad experiences, on the whole they understand and accept the model that advertising supports content. Their frustrations are generally not due to the existence of advertising, but rather to the specific practices. Third, part
37、icipants expressed real anger and frustration about advertising tactics they see, even when they do not understand the data being amassed about their online activities that they do not see. Finally, all of the issues raised above were volunteered, not prompted, after very open-ended questions at the
38、 start of the interviews. Participants concerns about advertising practices, content, lack of regulation, behavioral targeting, and privacy surfaced in the first few minutes of discussion. These issues are central to how participants perceive online advertising. 5 译文 人们如何感知在线行为广告的实证研究 资料来源 : Carnegi
39、e Mellon University 作者 : Aleecia M. McDonald, Research Showcase Lorrie Faith Cranor 摘要： 我们进行了 14个被问的广告科目来参加一个有关大学研究的网络广告的深入定性访谈系列。这些科目也没有被告知必须做研究与行为广告隐私，但我们在这提出自己自发的隐私担忧。我们问，“网络广告带来的最好和最坏的是什么？”和“你对网络广告有什么想法？”参与者发表了各种对广告不同的观点，从肯定广告为他们提供了很多他们所不知的新产品和折扣的信息，到只是感觉广告是“现实的生活”，到愤恨广告对他们的“无礼”。很多参与者在最初的几分钟讨论中就
40、提出了他们的隐私没有任何提示的就被别人获取。我们发现，很多参与者对网络广告怎么运作都不是很了解，也缺乏对第一方脚本的理解，更别说第三方脚本了；他们没有意识到行为广告已经产生，除非登录一个网站否则他们还自以为他们在网上的行为完全是不被人所知的， 还自以为他们在网上发布的信息会受法律保护禁止企业共享。我们还发现，参与者对他么在自己浏览器上操作的结果又很大的混淆，他们不知 道浏览器现在工作的技术支持是什么，也不知道脚本对于隐私的概念是什么。当我们要求参与者阅读 NAI退出 cookie的说明时，只有一位理解这些文字的意义，表示关注 NAI选择退出计划，也表示说实际上这是一个来收集更多个人信息的骗局。
41、没有参与者听说过已经选择退出脚本或者是 flash脚本。我们还返现他们对广告的意识存在分歧。行业自律准则假定消费者可以区分来自第一方内容的第三方小工具，并进一步假设消费者向第三方广告客户了解数据流。相反，我们发现有些甚至在成为广告对象的时候还未意识到，更别提会意识到什么数据被收集或者它是怎 么被用的。 目前很多对网上的隐私都是基于通知的公平信息原则的自我管制。通知，从本质上来说，是需要交流、沟通的。正如摩根写道：“一个有效地沟通必须着眼于人民必须知道但是还没有准备的事情。这个看似简单的准则是明显违反沟通德尔，往往存在风险。”根据这个指导，我们必须找出什么是人们已经知道的网上隐私，什么是他们还不
42、知道的，以及那些基于隐私政策的信息他么需要来做决定的。我们必须调查人们潜在的心智模式，来看看他们对在线隐私风险、补救措施和缓解持的是什么信念。错误的看法可能会形成对世界错误的看法，从而导致做6 出低估的选择 和错误的决定。例如，如果人们持有的思维模式是任何公司都有法律保护的隐私政策，不把信息提供给第三方，如果这是唯一欺骗他们的，为什么人们还在抱怨着读这项政策呢？链接到隐私政策的存在似乎对其本身是有效地。我们的研究致力于了解消费者的期望。 有限知识形态的网络广告。我们以开放式“什么是网络广告？”的问题开始采访。所有中参与者中最快给出的四个人的答案是“弹出式广告”。 在现在的浏览器默认阻止弹出窗口
43、的情况下，这是个有趣的反应，然而实际上，参与者讨论了拦截弹出的相互作用。但是，参与者会把间质和悬停广告都叫做弹出式广告，其中一位参与者对这个概念的相关最为强烈，即使举出了很显然的旗帜广告的例子，她都把她谈到的所有在屏幕上显示的广告都叫做弹出式广告。对她来说，所有的广告都是弹出式广告。旗帜广告和弹出式广告一同被认为是最普遍回答。“网络广告是什么？”旗帜广告并不是最初被普遍提到的，而且还是很少被提到的。但是，参与者能够描述出旗帜广告这个概念，即使他们不知道这个专有名词。超过 1/3的参与者提到网络广告的时候会想到垃圾邮件。我们还惊奇的发现，有些参与者还会提到 Google的 AdSense。虽然
44、Google的声誉很好，但是我们还未想到AdSense会超越广告页。与之相反的，一些参与者或者用过 AdSense，或者试着去他们的博客赚钱，或者通过 AdSense认识朋友。 有些参与者会给出广告的一些特征，而不是广告的形式。低于一般的人提到了视频和音频广告，通常对广告不满，就会使他们分心。他们还提到关闭广告的困难性，一些弹出式广告在同一个位置没有关闭窗口的按钮。以下概念是由每一位参与者提到的：病毒，文章链接的劫持，无尽的弹出窗口，行为定向广告。另外 13位参与者被问到定义网络广告的时候，并没有提到或者隐喻到行为定向广告。总体而言，所有提到的只是对网 络广告的一般了解，以及一些让用户感到失望
45、的特定的广告方法和模式。 风险、担忧和福利 我们问他们对于“什么是对互联网广告的最好和最坏的事情？”和“你认为什么对互联网广告？”的看法，总的来说，参与者提出了广泛的意见。两位参与者积极响应，提出了不仅对支持广告内容的想法，而且认为广告为他们提供了他们所不知的新产品和折扣的信息。两个人对网上的广告，发现内容的“无礼”，是企图达到“弱势群体。”余下的十为表中立，很多参与者表示广告仅仅是“一种生活现实” 。 感知 1：网络广告是必要的 参与者写了很多网络优点，例如： 7 网络实现其运作所必需的，能够提供免费的内容 如果能控制，广告是很好的 强大或者是有效地。因为广告是一种信息资源 “可以完全忽略”
46、的广告，不像电视或广告牌 “短小精悍”的广告 广告趋向于与网页相关 显示出来的广告更多是我想要的，而不是随机的 随着我们能够忽视广告，以上所列的与广告主利益所吹捧的很类似。参与者普遍认为广告是很烦人的，但也认为这是网络的一个潜在的元素。他们知道广告作为一种支付来获得免费的网上信息内容。少数参与者会对有些广告所偏爱。但是该这并不意味着他们知 道或者喜欢行为定向广告数据的收集。当参与者问更多相关的广告是，他们几乎总是表现为内容，而不是行为或者是目标偏好。“相关性”意味着广告与他们所访问的网站相关，而不是与他们个人有关。 感知 2：网络广告很烦人 网络广告是烦人的，这是最常见的一种反应，几乎一半的参
47、与者这么认为。他们提到的网络广告有如下问题： 烦人 无礼 容易使人分心 不真实 使互联网接入缓慢 不相关的信心 /没有重点 没有规定标准 参与者抱怨在工作或者是操作其它主要事务是容易被广告分心，尤其是那些弹 出式广告特别不受人欢迎。 感知 3：网络广告的担忧 第一位男性参与者抱怨说，他总是会收到“找个男伴”的广告。他解释说，这种不匹配的信息有时候让人很尴尬，因为它会使你感到你就这那些人的目标客户，但你确实不是。第二个参与者明确地提出了“隐私的威胁”和定向行为广告。第三参与者讨论了网络“双向交流”，指出隐私问题产生是由于广告是基于个人信息和关键字。第四个参与者呼吁建立一个完整的“重新启动”的网络
48、。第五个参与者为淫秽和不适当的广告所担忧，特别是对于那些想成家的人来说。他们会考虑怎样使孩子获得绿色的网上环境。第六个与会 者提出缺乏监管。她提到朋友谁签约，获得免费的 iPod，但必须提交他们的朋友的名字，然后再甚至从来没有8 得到许诺的 iPod“恐怖故事”。她最感到不安的是一个使睫毛变长处方药物，和睫毛膏是一样的效力，但其它媒体发现它没有药用成分。她说，电视上似乎更明显的是你可以信任，但对互联网广告的精心设计的网站可以是一个骗局。她总结说，网络广告监管是必要的，这一切需要一些改变。 四件惊人的事情事关于这些开放的交谈。首先，讨论的关于相关性广告肤浅到深层次担忧隐私问题。随着采访的多样性，意见变得更加明确和我们知道了只有一些人才明白 现在的处境。二，参与者主要是关于广告的务实。即使当他们有不好的经验会发表严厉的言论，到后来他们都理解和接受广告支持内容这种模式。他们的挫折一般不是因为广告的存在，而是具体的做法。第三，参与者真正的愤怒的是他们看到广告策略，即使他们不理解他们网上操作那些他们都看不见的数据时怎么积聚起来的。最后，参与者关注的广告的做法，内容，缺乏监管，行为目标和隐私的讨论在最初几分钟。这些问题的核心是参与者怎样看待网络广告的。
