Posted: April 26th, 2022

Responsibilities of Users and Creators of Computer

Computer Sciences and Information Technology
Topic:
Responsibilities of Users and Creators of Computer
Each subtopic in this topic (a-h) should be in at least in 135 words.

Consider the ad-targeting system of Facebook, Google, or Microsoft.
a. Identify the company
b. Read the description and discuss about their ad-targeting system (include a link)
c. Discuss how the system selects ads
d. Describe what data the system stores
e. Describe what options are provided to users
f. Describe one scenario where the system could harm a user
g. Describe one scenario where the system could benefit a user
h. Determine if the company has acted ethically
Responsibilities of Users and Creators of Computer
Identify the company
Facebook has been involved in targeted advertising on behalf of different companies and organizations across the globe. In target advertising, Facebook places adverts on individual Facebook pages based on the demographics founded on previous buying behaviour or history. In this regard, the advertisements of different products or companies keep on popping up in the course of using Facebook (Andreou et al., 216). The Ad-targeting system is part of the digital market targeting that adopts formalized methods that identify and the intentionally aims created content, connection and use of Facebook towards the certain geographic audience, psychographic audience and demographic audience their needs and concerns. It is vital to note that Facebook has all kinds of people and groups sharing ideas, experiences, transacting businesses, as well are getting involved in social, cultural and political activities. Facebook has millions of people with different interests, thus forming a good basis for making advertisements.

Read the description and discuss about their ad-targeting system.
Link: https://www.facebook.com/business/help/633474486707199
Facebook Audience and subscribers include the market and target for different products and companies. The users of Facebook provide different demographic details on different characteristics such as education level, location, gender, job title, hobbies and interests. The options are limitless that provide the advertisers and Facebook with the market target (Andreou et al., 207). In this regard, Facebook has a hundred ways of targeting people. The different targeting methods used include location, demographic, interests, behaviours, engagements, partner connections, and automatic optimization. The Location targeting is done using the state, country, zip code, or locality. Information on location, together with other information such as work, is vital for selecting targets. Consequently, demographics entail details on marital status, income, sex, or age. Demographic information enhances the selection of markets. The partner connections show an ad based on the behaviours of the people on Facebook. The behaviours enable the advertisers to connect people with the products that they may need in their day to day operations. The engagement option relates the follows, likes and commenting on social media that connects their interest to the advertisers. The automatic optimization uses the target and demographic options to optimize audience for specified products and companies. Therefore, the different targeting method used by Facebook makes it possible to locate the markets and the targets among the different users of Facebook. At this point, the different companies to advertise their products are connected to the target users by Facebook such that adverts can show up in the course of using Facebook.
Discuss how the system selects ads
The Facebook system selects the ads through the detailed targeting process. The targeting option is contained in the Audience section of the ad set creation that enables the organizations and companies to refine and selected the people and groups to receive the advertisement (Ribeiro et al., 141). The selection and refining of people is done through the selecting and sorting of information available on Facebook such as behaviours, interests and demographics among the different users. The different companies wishing to advertise their products using Facebook develop different advertisement content that is posted and linked the selected groups and people. In this regard, at the point the selected user’s login to Facebook then the specific advertisement of their interests begins to show on their walls, and they can react to the advertisement through liking, commenting, following or even going a step further to enquire about the products.
Describe what data the system stores
The Facebook ad system stores a different set of data that are used in sorting and selecting the targets and the market to advertise different products to them. In this regard, the system stores the demographic data of Facebook users (Funk, 81). The data is collected at the time of signing in to Facebook or in the course of using Facebook. In this regard, at the time of signing in to Facebook, the users have to offer information on their names, location, gender, age, interest and hobbies. Consequently, in the course of using Facebook, other data such as behaviours, likes, followings and comments made. This data describes the traits of a person as well as their likes and interests in relation to a wide range of products available. This data makes it possible to have concrete information on different users such that they can be effectively linked to the different advertisement.
Describe what options are provided to users
The users of Facebook are presented with different options related to reactions and actions of the different advertisements presented to them. First, the users are provided with the option of the information they should provide in the course of using Facebook. (Ribeiro et al., 147). In this case, they can offer information intentionally or unconsciously in the course of their daily use. Consequently, the users have the option of liking, commenting, and forwarding the advertisement to other parties of interests as a way of reacting to a different advertisement. This enables the advertising company and Facebook to gauge the reaction of the users/market to their advertisement and products. Additionally, the users have the option of blocking the advertisements such that they can only engage in other activities without being interrupted by the advertisement.
Describe one scenario where the system could harm a user
There are different scenarios that Facebook ad-targeting systems have disadvantages to users. For instance, criminal organizations with intentions to defraud users present different fake or unreal products and services. The users are lured into engaging in business with criminal or fake companies, and they end up losing their money and time. In such a case, Facebook ends up excluding themselves from the business dealing as their work was only to advertise the products and services of different organizations through their platform. Facebook need to assess and evaluate the capability to deliver, their genuineness, service rating and public reputation. This fact ensures that Facebook users do not fall on the hand or ticks of criminals operating as a genuine organization.

Describe one scenario where the system could benefit a user
Facebook users experience several advantages from the use of the Facebook ad-targeting system. For instance, the users are presented with a variety of products and services to choose from. In this case, Facebook has different advertisers providing similar goods and services, and at the point, they get the demographic information of the user; they will consistently send them adverts on their personal Facebook walls. The user can evaluate and assess different products before they make decisions such that they choose the best and those that can sufficiently meet their different needs. Therefore, Facebook presents a large market for users to choose different products and services for their needs.
Determine if the company has acted ethically
Different ethical concerns arise from the Facebook ad-targeting systems affecting different parties. In this regard, the ethical concern of consent arises in that Facebook does not get the consent of the users in presenting a different advertisement in the course of their operation (Ali et al., 41). The advertisements disrupt the operations of normal Facebook use, thus negatively affecting the users. Consequently, the ethical issue of confidentiality arises since Facebook shares confidential information with their parties without consulting the users. Facebook shares confidential information with advertising companies to help them in sorting and selecting their targets or market that will receive regular advertisements.

References
Ali, Muhammad, et al. “Discrimination through optimization: How Facebook’s ad delivery can lead to skewed outcomes.” arXiv preprint arXiv:1904.02095 (2019).
Andreou, Athanasios, et al. “Investigating ad transparency mechanisms in social media: A case study of Facebook’s explanations.” 2018.
Funk, Tom. “Facebook Advertising.” Advanced Social Media Marketing. Apress, Berkeley, CA, 2013. 75-101.
Ribeiro, Filipe N., et al. “On microtargeting socially divisive ads: A case study of russia-linked ad campaigns on facebook.” Proceedings of the Conference on Fairness, Accountability, and Transparency. 2019.

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