Using Facebook Ads Audiences for Global Lifestyle Disease Surveillance: Promises and Limitations [article]

Matheus Araujo, Yelena Mejova, Ingmar Weber, Fabricio Benevenuto
<span title="2017-05-11">2017</span> <i > arXiv </i> &nbsp; <span class="release-stage" >pre-print</span>
Every day, millions of users reveal their interests on Facebook, which are then monetized via targeted advertisement marketing campaigns. In this paper, we explore the use of demographically rich Facebook Ads audience estimates for tracking non-communicable diseases around the world. Across 47 countries, we compute the audiences of marker interests, and evaluate their potential in tracking health conditions associated with tobacco use, obesity, and diabetes, compared to the performance of
more &raquo; ... o interests. Despite its huge potential, we find that, for modeling prevalence of health conditions across countries, differences in these interest audiences are only weakly indicative of the corresponding prevalence rates. Within the countries, however, our approach provides interesting insights on trends of health awareness across demographic groups. Finally, we provide a temporal error analysis to expose the potential pitfalls of using Facebook's Marketing API as a black box.
<span class="external-identifiers"> <a target="_blank" rel="external noopener" href="https://arxiv.org/abs/1705.04045v1">arXiv:1705.04045v1</a> <a target="_blank" rel="external noopener" href="https://fatcat.wiki/release/7hernadpabc5dazpct4u5uhbv4">fatcat:7hernadpabc5dazpct4u5uhbv4</a> </span>
<a target="_blank" rel="noopener" href="https://web.archive.org/web/20200903060406/https://arxiv.org/pdf/1705.04045v1.pdf" title="fulltext PDF download" data-goatcounter-click="serp-fulltext" data-goatcounter-title="serp-fulltext"> <button class="ui simple right pointing dropdown compact black labeled icon button serp-button"> <i class="icon ia-icon"></i> Web Archive [PDF] <div class="menu fulltext-thumbnail"> <img src="https://blobs.fatcat.wiki/thumbnail/pdf/e9/76/e976cb5c349e634b4ec57eb9636f8183358c02f5.180px.jpg" alt="fulltext thumbnail" loading="lazy"> </div> </button> </a> <a target="_blank" rel="external noopener" href="https://arxiv.org/abs/1705.04045v1" title="arxiv.org access"> <button class="ui compact blue labeled icon button serp-button"> <i class="file alternate outline icon"></i> arxiv.org </button> </a>