Nav: Home

New tool to show advertising revenue generated by each Facebook user

November 23, 2016

This free tool, known as "FDVT" (Facebook Data Valuation Tool), was developed by engineers in UC3M's Telematics department, and is part of a European Project called TYPES (Towards transparencY and Privacy in the onlinE advertising business), which is, in turn, part of the Horizon 2020 program. In addition, the tool is partially funded by the Data Transparency Lab. This initiative, founded by MIT, Telefónica and Mozilla, promotes Internet transparency, with the goal of raising awareness among internauts of the importance of protecting their digital privacy.

The application, which was recently launched and is currently available for Facebook and Google Chrome browser helps to visualize, in real time, the advertising revenue being generated by a user while he/she is navigating on the social network. In order to use it, the user simply needs to download the application and enter some basic identity data (age, gender, relationship status, interests and country, etc.), so that the tool can identify the profile's economic value on the advertising market, a volatile sector subject to widely varying supply and demand.

"Evidently, each of us has a different market price according to our profile, so the tool will give you an estimate of what you are generating," say brothers Ángel and Rubén Cuevas, UC3M professors and the developers of this innovation, along with doctoral student José González. "When you connect to Facebook and receive an ad, what we do is obtaining its associated value, the price that those advertisers pay for displaying those ads or each 'click' that you make on one of those ads," they explain. "The average cost of a user in Spain comes out to be roughly half of the cost of a user in the US, but it's important to understand that the value changes over time," they add.

Facebook continually earns money from advertising, "even when the internaut who is on the platform doesn't click on the ads," they explain. "The advertising sector increasingly "profiles down to the last detail" their potential customers, who they direct personalized ads to based on their personal characteristics, in order to improve the return of their investment," assures Ángel Cuevas. There must be "a balance" between this personalization of advertising (which can be expressly agreed to by users in order to improve their experience) and the guarantee of maintaining basic rights, he adds.

It is important that the companies that manage advertising be transparent in how they handle other people's data, these researchers insist. "We don't want to demonize Facebook, Google, or any other platform for generating income through advertising, a sector that is undoubtedly generating economic growth and employment," they affirm. What they do insist on is that companies exploiting personal information must act with transparency when they report what they do with the data they get from third parties.

Companies such as Telefónica R&D, EURECAT, la Asociación de Usuarios de Internet (AUI- The Association of Internet Users) and IAB Europe are part of the international consortium behind the European Project called TYPES, with Spanish participation being around 50 percent. Companies from Germany, Greece and Israel also participate in this project, which is funded through the European Union framework research program Horizon 2020 (reference number 653449).
-end-
Further information: http://fdvt.org/

Video (with English and Spanish subtitles): https://youtu.be/ImNRjbTw_Xw

Carlos III University of Madrid

Related Facebook Articles:

Can seeing the Facebook logo make you crave social media?
A new study examined how social media cues such as the Facebook logo may affect frequent and less frequent social media users differently, sparking spontaneous hedonic reactions that make it difficult to resist social media cravings.
Facebook likes don't make you feel better
Receiving 'likes' on social media posts doesn't make people feel better about themselves or improve their mood if they are down.
Many new doctors may be posting unprofessional content on Facebook
When researchers searched Facebook for the public accounts of all urologists who graduated from US residency programs in 2015, they found that a substantial proportion of these accounts contained self-authored unprofessional content based on the professionalism guidelines of three physicians' organizations.
Why we underestimate time when we're having fun on Facebook
Updating your Facebook status can be a fun way to while away the hours -- but now it seems it really is making us lose track of time as we do it.
One in 5 adults secretly access their friends' Facebook accounts
Most people are concerned about the prospect of their social media accounts being hacked, but a new University of British Columbia study finds that it's actually people we know who frequently access our accounts without our permission.
More Facebook News and Facebook Current Events

Best Science Podcasts 2019

We have hand picked the best science podcasts for 2019. Sit back and enjoy new science podcasts updated daily from your favorite science news services and scientists.
Now Playing: TED Radio Hour

Anthropomorphic
Do animals grieve? Do they have language or consciousness? For a long time, scientists resisted the urge to look for human qualities in animals. This hour, TED speakers explore how that is changing. Guests include biological anthropologist Barbara King, dolphin researcher Denise Herzing, primatologist Frans de Waal, and ecologist Carl Safina.
Now Playing: Science for the People

#534 Bacteria are Coming for Your OJ
What makes breakfast, breakfast? Well, according to every movie and TV show we've ever seen, a big glass of orange juice is basically required. But our morning grapefruit might be in danger. Why? Citrus greening, a bacteria carried by a bug, has infected 90% of the citrus groves in Florida. It's coming for your OJ. We'll talk with University of Maryland plant virologist Anne Simon about ways to stop the citrus killer, and with science writer and journalist Maryn McKenna about why throwing antibiotics at the problem is probably not the solution. Related links: A Review of the Citrus Greening...