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

arXiv: https://arxiv.org/abs/1808.07549 · HTML: https://mlsanity.com/paper/1808.07549/

## Key facts

- Cited by 1 papers in the map (data through 14 Oct 2026).
- First posted on arXiv 22 Aug 2018.

## Built on by (most cited first, 1 of 1)

- [Problematic Machine Behavior: A Systematic Literature Review of Algorithm Audits](https://mlsanity.com/paper/2102.04256/) (2021)

## Abstract (arXiv)

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.