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

Michael Carl Tschantz, Serge Egelman, Jaeyoung Choi, Nicholas Weaver, Gerald Friedland

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review

6 Citations (Scopus)


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.

Original languageEnglish
Title of host publicationWPES'18
Subtitle of host publicationProceedings of the 2018 Workshop on Privacy in the Electronic Society
Place of PublicationNew York, NY
PublisherAssociation for Computing Machinery (ACM)
Number of pages9
ISBN (Print)978-1-4503-5989-4
Publication statusPublished - 2018
EventWPES 2018 : 17th ACM Workshop on Privacy in the Electronic Society - Toronto, Canada
Duration: 15 Oct 201815 Oct 2018
Conference number: 17th


ConferenceWPES 2018
OtherHeld in conjunction with the 25th ACM Conference on Computer and Communications Security, CCS 2018

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