The Accuracy of the Demographic Inferences Shown on Google's Ad Settings

TL;DR

This study evaluates the accuracy of Google's inferred demographic data in Ad Settings by comparing it to self-reported information, finding that Google's inferences are often correct when displayed.

Contribution

It provides an empirical assessment of Google's demographic inference accuracy and explores factors affecting this accuracy, which was previously unquantified.

Findings

Google often does not display demographic inferences.

When shown, inferences are typically correct.

No significant factors affecting inference accuracy were identified.

Abstract

Google's Ad Settings shows the gender and age that Google has inferred about a web user. We compare the inferred values to the self-reported values of 501 survey participants. We find that Google often does not show an inference, but when it does, it is typically correct. We explore which usage characteristics, such as using privacy enhancing technologies, are associated with Google's accuracy, but found no significant results.