The FDVT purpose is to create awareness among Internet Users of the value they generate for online services through the commercial exploitation of their personal information. In particular, the FDVT provides Facebook™ users with an estimation of the revenue they are generating for Facebook™ out of their activity in this system.
You just need to click on the FDVT extension during a Facebook™ session. We note the FDVT only works in the domain Facebook™.com. Hence, it you click on the extension outside that domain you will not get access to that information. In addition, the FDVT extension is showing by default in a red box within the FDVT icon the revenue you have generated since you installed the FDVT. This does not require any information from your side.
- Session ads: The total number of ads displayed in the current session.
- Value: An estimation of the value generated out of the ads displayed.
- Ads Clicked: The total number of ads clicked by the user in the current session.
- Value: An estimation of the value generated out of the ads clicked.
- Value Generated: Economic value generated in different time windows.
- This Session: Value generated in the current session.
- Today: Accumulated value generated today.
- Last 7 days: Accumulated value generated in the last 7 days.
- Last 30 days: Accumulated value generated in the last 30 days.
- TOTAL GENERATED VALUE: This field shows the overall money the user has generated for Facebook™ since he/she installed the FDVT.
Facebook™ offers advertisers the possibility to show their commercial ads to well-defined Facebook™ users known as Facebook™ audience. An audience is defined with a set of parameters related to personal information. For instance an advertiser could define the following audience: “ Users located in Spain, with ages ranging between 20 and 30 and interest in Soccer”. Facebook™ offers a wide set of parameters that advertisers can use in order to configure their audiences. Once the advertiser has defined the targeted audience, it launches an advertising campaign using a banner promoting the product, service, etc being offered. Obviously, the advertiser pays Facebook™ for such campaign.
Although there are several models to charge advertisers for their Facebook™ campaigns, we will focus on describing the two most popular.
-Cost Per Mile (CPM) model: In this model advertisers pay Facebook™ based on the impressions of their campaign ads. The CPM defines the price the advertiser pays Facebook™ for 1000 impressions.
-Cost Per Click (CPC) model: In this model advertisers pay Facebook™ based on the clicks of user in the campaign ads, which usually redirects the user to some website of the advertiser. The CPC defines the price the advertiser pays Facebook™ for each user click on the campaign ads.
No. Different audiences has different CPC and CPM values, which in addition changes over time. Advertisers targeting the same audience compete to show their ads to Facebook™ users matching those audiences. Making it simple, when a user matching a particular audiences starts a Facebook™ session the advertiser offering a higher CPC/CPM to show their ads will be the winners of the auction for that user. The ad from the advertiser who won the auction is displayed to the user. Therefore, different audiences have different CPC and CPM values, and thus generates different revenue for Facebook™.
Every time users open a new Facebook™ session they will receive ads in the newsfeed and in the right side of the wall. Those ads may be monetised by Facebook™ based on the CPM model. Similarly, every time the user clicks on an ad may be generating money for Facebook™ based on the CPC model.
We ask you some personal information items to create an audience associated to your profile. Every time you open a session in Facebook™ we:
1. retrieve the current CPM and CPC values associated to that audience.
2. The FDVT plug-in monitors the ads displayed in your session.
3. The FDVT plug-in monitors the number of times you clicked on an ad.
With that information we compute the revenue you are generating in the current session as:
Session_revenue = CPM/1000 x number_ads_displayed + CPC x number_ads_clicked.
Every time a new ads is displayed or clicked in the session we update the session revenue value in real time.
The value provided by the FDVT is only an estimation based on the median CPC and CPM values that Facebook™ reports for the audience associated to the user profile. This is the most accurate estimation that can be provided nowadays.
The FDVT cannot obtain the actual price an advertiser has paid to display an ad or gather a user click since that is information is only know by Facebook™ and the advertiser.
The first time the user clicks on the FDVT, he/see has to follow a registration process. In this registration process the FDVT request 4 parameters: Location, Gender, Age + Birthday and Relationship Status. The only compulsory parameter is the Location. The remaining parameters are optional. Following, we briefly describe the content of each parameter:
-Location: refers to the country where the user is living and it is compulsory because it is the only compulsory parameter that Facebook™ requests to configure an audience.
-Gender: Male or Female.
-Age + Birthday: We ask users to provide us their age. The reason we also need the birthday is because we need to update the age of the user every year in order to create an accurate audience including the actual age of the user.
-Relationship Status: Single, In a Relationship, Married and Engage.
Although the only obligatory parameters is the Location, we note that the more complete is the profile the more accurate will be the revenue estimation received from the FDVT.
We note that you can change the provided parameters by clicking on the “Change Data” button available in the FDVT. This action will lead you to the registration window where you can modify any of the 4 parameters.
We could have asked much more information in order to construct richer profiles. However, our goal is to find a reasonable tradeoff between users privacy and FDVT accuracy. Therefore, we request some basic parameters that: (i) serve to provide accurate revenue estimations, (ii) will not serve to reveal the identity of the FDVT user. Our goal is that in all the cases the identity of the FDVT user is unknown since the only parameters that can be used for re-identification are the ones referred above. Using only those parameters is almost impossible to obtain the identity of a user, except he/she is living a very small country with very few inhabitants.
The user personal information is stored in a central server properly protected with advanced security technologies in order to minimise non authorised access to the data.
The central server will be storing for each user the following information:
1. An FDVT ID computed as the hash of the user Facebook™ ID. The hash operation creates a random and non-reversible random string. This operation is known as pseudonymization.
2. The parameters filled during the registration process.
3. Information related to all Facebook™ sessions of the FDVT user. In particular we store for each session:
- Pseudonymized Facebook™ account ID associated to ads.
- Initial and final timestamp of the session. This is used to compute the duration of the session.
- Auntonomous System from which the user has established the connection.
- Currency Facebook™ associates to your account.
- Number of newsfeed posts (different than ads) printed during the session but not content of them.
- Number of friends/pages/groups printed during the session but not content of them.
- Facebook™ economical estimations (min, median and max values) such as CPC, CPM and CPA.
- Facebook™ Ad Id for all the ads displayed in the session. This is a unique ID Facebook™ assigns to each ad.
- URLs associated to each ad displayed during the session.
- Timestamp for each ad displayed during the session.
- Location of each ad displayed during the session. The location could be either the newsfeed or the right side of the wall.
- Timestamp of each ad click happening during the session.
- Pseudonymized IP address from which the user has established the connection with the central server.
- AS IP from which the user has established the connection with the central server.
- Pseudonymized IP city from which the user has established the connection with the central server.
- IP country from which the user has established the connection with the central server.
- IP region from which the user has established the connection with the central server.
- IP timezone from which the user has established the connection with the central server.
- Pseudonymized IP zip code from which the user has established the connection with the central server.
- Preferences ID associated to the user account.
- Timestamp of creation and delete of preferences.
- Name, topic, type and description of user preferences.
There are two reasons why we stored information about your FDVT activity in our central server.
1- The FDVT is providing you with the accumulated revenue you have generated within the current day, in the last 7 days and the last 30 days. In order to being able to provide that information we need to store the value associated to all your sessions in order to compute the accumulated value. For that, every time you start a new Facebook™ session the FDVT extension notifies this extreme to the central server that computes the accumulated revenue and send it back to the FDVT extension.
2-The FDVT is a research project that aims to advance science. In order to accomplish that goal the FDVT activity information listed above creates a very valuable dataset that will allow us to understand better the online advertising market as well as the interactions of end-users with that market.
Yes, if you want to get access to your information, you need to request it through the option available in the plugin interface. Go to: Registration -> Control your data!
For more information you can write us an email to firstname.lastname@example.org indicating that you want to receive all the information that the FDVT have stored for your FDVT user ID.
We will answer you with some instructions on how to proceed. We we commit to provide you the requested information within a period of 1 month after the request.
Yes, if you want to delete your information, you need to request it through the option available in the plugin interface. Go to: Registration -> Control your data!
For more information you can write us an email to email@example.com indicating that you want to delete all the information that the FDVT have stored for your FDVT user ID.
We will answer you with some instructions on how to proceed. We we commit to delete your information from the central server within a period of 1 month after the request.
Yes, if you want the FDVT to stop collecting data, you will need to stop using the plugin by uninstalling it.
The FDVT has been designed as a social tool that aims to create awareness in the society. Therefore, the FDVT can be installed at no cost.
The FDVT is currently (september 2016) maintained through research funding obtained from public and private research initiatives.
In the future, we plan to use the results generated from the research activities derived from the FDVT to apply for research funding that help us to maintain the FDVT in the long-term.
We let the FDVT users know that research funding is accessed through highly competitive processes, and thus we cannot guarantee that we will have continuous research funding to maintain the FDVT. Therefore, we inform the end user that we may eventually commercially exploit the FDVT information listed above to access funding that allow us to maintain, improve and sustain the FDVT in the long-term.